GOLD by Y&R Philippines for Midas

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GOLD

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Industry Lottery & Gambling
Media Promo & PR, Case study
Market Philippines
Agency Y&R Philippines
Executive Creative Director Badong Abesamis
Producer Peter Ng
Released April 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: SUNWEST GROUP OF COMPANIES
Product/Service: MIDAS CASINO
Agency: Y&R PHILIPPINES
Date of First Appearance: Apr 27 2010 12:00AM
Entrant Company: Y&R PHILIPPINES, Manila, THE PHILIPPINES
Chief Creative Officer, Asia: Marcus Rebeschini (Y&R Singapore)
Executive Creative Director: Badong Abesamis (Y&R Philippines)
Executive Art Director: Sandy Salurio (Y&R Philippines)
Producer: Peter Ng (Y&R Singapore)
Chief Executive Officer: Chiqui Lara (Y&R Philippines)
Media placement: Business Card - Business Meetings - 27 April 2010

Results and Effectiveness
At the time this presentation was being prepared, the new design had just been launched. Early feedback, however, suggests that clients are delighted by the cards, making them remember Midas Casino.

Creative Execution
Using heat-sensitive ink, agency designed the cards to show why the property is called ‘Midas’ – once one touches the card, it turns to gold (the idea took inspiration from the legendary King Midas whose touch turned things to gold). The cards made clients and partners experience for themselves what could very well happen if they chose to play in the casino.

Insights, Strategy & the Idea
Develop a business card design for Midas Casino that will make it stand out from all the rest.