We turned the world into a virtual casino.Billboards and taxi sides became a version of roulette. Tube cards became a game of chance. Press ads got people to make an educated guess.Online, two games mimicked casino play. One was a form of roulette, as giant pieces of toast were tossed off the top of high rise buildings, with a ‘jam side up’ or ‘marmite side up’ outcome. The other game showed a dog chasing a bone, a stick, a ball and a string of sausages, to see who would get caught first. We filmed every possible outcome and used the same technology as a casino does to randomise the result, making it a game of pure luck.Consumers were seeing traditional forms of media suddenly talking to them in a new and unexpected way.

As a result of our campaign, sign up of members on the site kept reaching record levels month on month. Giving 888.com a massive membership base, which in turn contributed to them being voted online casino of the year for 2008.