Hard Rock | Winter thunderland
Client: Hard Rock Rocksino Northfield Park
Role: Creative Director
Design: Jordan Kabalka/Dwayne Wegley
Copy: Keller Reeves
To celebrate their Winter promotion, we advised Hard Rock Northfield Park to own the season, and go where no other casino has gone: in the tongue-in-cheek territory!
We created a fake spokesperson for a fictional rock band, Stieg Wolfpowder, the stereotypical “tough dude” that laughs in the face of harsh winters, and that will let nothing spoil his fun.
This opened opportunities to have a lot of fun with over-the-top copy and visuals while sticking to the irreverent DNA of the Hard Rock brand.
We explored several voice options for the 30′ radio spot, including the following two:
Visually, we explored a bold, almost logo-like treatment for the promotion. The look and feel of the various pieces is resolutely modern, while alluding to the harsh conditions of Cleveland winters.