$12 billion a year lost on pokies.
The Losing Sound project is adding losing noises to poker machines to combat the $12 billion a year Australians lose at the pokies in a campaign via creative director Neil Walshe.
In collaboration with Rumble Studios and Milos Photography, the project have introduced a psychology-informed losing cue and tested it with real players who didn’t know what had changed.
The campaign was launched in partnership with two Addiction Recovery Specialists; Ron Isherwood from The Truth About Addiction and Kerrie Atherton from Stories of Hope Australia. And it suggests that losing sounds should be enforced in poker machines everywhere.
Neil Walshe is a creative director from It's Friday. He is also a former creative director of Special Australia, Greenpeace Australia, Chisel and a senior art director at DDB Australia.
“Gambling addiction destroys families and lives," said Walshe.
"If this project helps players become more aware, that’s a win. If it helps Canberra become more aware, that’s a jackpot.”
Credits
Project by: Neil Walshe
Project for: The Truth About Addiction & Stories of Hope Australia
Losing SFX by: _Jeremy Richmond
Directed by: _Milos Mlynarik
In partnership with:
Rumble Studios
Milos Photography
Sure Studios
Optika
Cast _
Trevor Jones
Mayra Nascimento
Paul Presdee
Roslyn Lynch_
Paul Amaral
Dr Anastasia Hronis
Jeremy Richmond
Assistant Director: Kota Sato
Voice Over: Daniel William
Stylist: Emma Cotterill
Gaffer: Steve Schofield, _Alan Fraser
Sound: Dexter Cave_
Data Wrangler: Woodsee
Editor: James Tyrrell
Score: Jeremy Richmond
Effects: John Agapitos_
Special thanks:
Alex Booker
Antony Aston
Ant Melder
Benn Sutton
Ben Rae
Dave Anlezark
Felix Bornholdt
Jade Manning
Justin Solomons
Kelly Walshe
Kerrie Atherton
Kiara Watson
Mariah Ferrer
Michael Harris
Nick Polovineo
Nick Wilkinson
Nils Eberhardt
Parisa Rezaei-Abyaneh
Peter Kanellopoulos
Rino Darusman
Ron Isherwood
Ryan Greves
Tequila Isherwood
Tommy Cehak
Vincent Osmond
