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888.COM

We produced an interactive outdoor, print and social campaign that turned every UK city into a virtual casino.

Billboards replicated the game play of roulette.

Tube cards applied poker language into the real world.

And an online film allowed people to bet on the outcome of various stunts, with winners awarded bonuses that they could redeem on the site and play for free with.

This sign up bonus game play mechanic was the first time anything like it had been used, and as such was recognised by D&AD, with a wood pencil.

(It was Thursday).

Awarded in the 2008 D&AD annual.

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