Outdoor campaign created to build the Mystic Lake brand in the Twin Cities and define it as THE place to play – and win.
The idea with this campaign was to work the word ‘WIN’ into everyday phrases that would in turn relate to the Mystic Lake gaming experience. The addition of tightly cropped, stylized photography works to reenforce the headlines – i.e. the woman smelling the money and using her “Winstincts” or the man in sunglasses hitting 777 and becoming “Winfamous”.
Creative Director, Copywriter, Graphic Designer
Mystic Lake Casino Hotel
Advertising, Outdoor, Copywriting