{"id":5,"date":"2014-12-02T00:38:48","date_gmt":"2014-12-02T00:38:48","guid":{"rendered":"http:\/\/luxregina.com\/portfolio\/?p=5"},"modified":"2015-03-31T13:00:44","modified_gmt":"2015-03-31T13:00:44","slug":"hard-rock-winter-thunderland","status":"publish","type":"post","link":"http:\/\/luxregina.com\/portfolio\/hard-rock-winter-thunderland\/","title":{"rendered":"Hard Rock – Winter Thunderland"},"content":{"rendered":"

Hard Rock<\/span> | Winter thunderland<\/h2>\n

Client<\/strong>: Hard Rock Rocksino Northfield Park
\nCampaign<\/strong>: Concept
\nRole<\/strong>: Creative Director
\nDesign<\/strong>: Jordan Kabalka\/Dwayne Wegley
\nCopy<\/strong>: Keller Reeves<\/p><\/blockquote>\n

 <\/p>\n

\"slide1\"<\/a> Welcome to the Winter Thunderland, where grown-ups don’t fear the bite of cold, and where Stieg Wolfpowder reigns supreme.<\/p>\n

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!<\/p>\n

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.<\/p>\n

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.<\/p>\n

We explored several voice options for the 30′ radio spot, including the following two:<\/p>\n\nhttp:\/\/luxregina.com\/portfolio\/wp-content\/uploads\/2014\/12\/HR-Northfield-THUNDERLAND-DG.mp3<\/a><\/audio>\nhttp:\/\/luxregina.com\/portfolio\/wp-content\/uploads\/2014\/12\/HR-Northfield-THUNDERLAND-Tim.mp3<\/a><\/audio>\n

 <\/p>\n

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.<\/p>\n

\"slide2\"<\/a> \"slide3\"<\/a> \"slide5\"<\/a> \"slide4\"<\/a><\/p>\n

\"slide7\"<\/a><\/p>\n

\"WT_Kiosk\"<\/a>\"WT_Banners2\"<\/a><\/p>\n

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