Crown Resorts and ‘Here’s Where Things Get Interesting' via The Monkeys

26 September 2023

Creative Agency: The Monkeys, part of Accenture Song
Media Agency: Initiative (NSW)

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A playful spin on Crown’s reputation.
Crown Resorts has unveiled a new brand platform for the first time in nearly a decade.
Created by The Monkeys, part of Accenture Song, the new positioning includes a refreshed brand strategy, visual identity and communications platform.
The new platform centres around Crown’s ability to deliver elevated experiences for the communities in which it operates and is a playful spin on Crown’s long held reputation as the home of all things interesting – live entertainment, awards nights, celebrity sightings, gala events and just about everything in between.
Chief brand & corporate affairs officer of Crown Resorts, Danielle Keighery, said the brand strategy sets a new north star.
"That shifts perceptions of the old Crown as just a casino and hotel to now being seen as a world-class entertainment destination," she said.
The new brand identity includes a refreshed logo – as recognisable as before; but modernised to meet Crown’s future needs.
A custom typeface has also been developed that features across all communications to capture the multi-faceted offering of Crown. A sophisticated black and white palette has been used, with a yellow highlight to create impact.
Accompanying the new identity is the creative campaign, 'Here’s Where Things Get Interesting', which will go live nationally across television, print, OOH and online.
Shot by Finch’s Christopher Riggert, the launch film reconnects Crown with feelings of energy and excitement. Showcasing marquee destinations and experiences, the spot ends in a drumroll; a sound universally understood as a symbol of entertainment. It tells people something is coming; highlighting the journey Crown is on.
The Monkeys CCO, Tara Ford, said Crown is a place where people can be spontaneous and just see where the night takes them.
"It’s a place where things can get interesting. Nights like those that have a certain magic to them, that you always remember," said Ford.
Client: Crown Resorts
Creative and strategy agency: The Monkeys, part of Accenture Song
The Monkeys Group CEO & Accenture Song ANZ President: Mark Green

Chief Creative Officer: Tara Ford
Executive Creative Director: Barbara Humphries
Creative Director: Sam Dickson

Creative Director: Cameron Bell

Senior Art Director: Danny Pattison

Senior Copywriter: Max Rapley
Senior Creative Stills: Peter Citroni
Managing Director: Matt Michael
Chief Strategy Officer: Hugh Munro

Business Strategy Director: Tim Wilson Brown
Group Business Director: Katie Wong-Hee
Senior Business Manager: Celine Dinant
Head of Production/Producer: Penny Brown
Senior Film Producer: Simone O’Connor
Lead Integrated Producer: Vanessa Fernandez

Producer: Maria Cruz

Identity: Maud, part of Accenture Song
Executive Creative Director: Richard Smalley

General Manager: Grace Rennie

Strategy Director: Paul O'Connor

Senior Business Director: Kate McIntosh
Senior Creative Stills: Peter Citroni

Design Director: Thomas Clayton, Tomas Sabattucci

Designers: Lachlan Richards, Gary Corr

Typography: Margot Lévêque Studio and Weltkern  

Motion: Federico Leggio and Eva Godney
Production Company: Finch
Director: Christopher Riggert
Producer: Kate Menzies
Studio P – Peta Dermatis
McGregor Casting – Stevie Ray
Original Music & Sound Post: Sonar Music
Edit House: The Editors

VFX: FIN Design + Effects

VFX Supervisors: Mikey Brown, Justin Bromley, Stephanie Pocklington

VFX Producer: Isabelle Howarth

Head of VFX & EP: Alastair Stephen

Colour: Fergus Rotherham
Stills Production: Chee Productions

Photography: Simon Eeles

Retouching: Cream
Media Strategy: Initiative
National Managing Director: Sam Geer

Chief Strategy and Product Officer: Chris Colter
Managing Director, Sydney: Jo McAlister

Head of Communications Design, Sydney: Ryan Haesler

Head of Partnerships, Sydney: Daniela Rocchi

Client Director: Alison Bongailas
Investment Partnerships Manager: Sophie Hobson

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