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CROWN RESORTS - INTEGRATED CAMPAIGN

Crown Resorts has long been a centrepiece in the entertainment landscape of Australia’s major cities. But after two royal commissions and revelations of criminal activity on its premises, Crown’s reputation and the fate of the business were in the balance.

As a part of the brand proving to regulators that it was serious about cleaning up its act, The Monkeys and Maud were tasked with redesigning the brand from the ground up; from a new brand line, to entertainment programming, even designing new uniforms. We launched our new brand and positioning across film and print with the idea that a new Crown has stepped to the stage, no longer a seedy casino but now a joyfully elevated entertainment destination.