To support deals struck with Cineworld and ITV’s primetime gameshow Red or Black?, the in-house creative team were tasked with leveraging the partnerships to engage with a new audience.

Our response was to intentionally avoid the product and focus on light entertainment for brand activation instead. This theme sparked my ‘Straight Talking Saturday Night’s campaign headline.

TV spots were a must due to the brand’s ongoing success in this channel. Free from financial messaging regulations, we had the opportunity to focus more on character interactions.

The result was a series of adverts (also adapted for the big screen) and idents. These are my concepts and scripts that made the cut.

Of the 40,000 people who visited wonga.com within a week of launch, we drove 12,000 to our award-winning social media platforms.

To keep this new audience within our digital ecosystem and cross-promote the partnership to over 100,000 existing users, we developed a branded version of The Duel, the flagship game of Red or Black?

The Facebook game proved to be a great success, exceeding targets with over 28,000 unique players and 3,000 shares.

Various digital marketing assets were also created to raise awareness and drive traffic. From splash pages to sponsored social posts and email campaigns to ITV.com homepage takeovers, I wrote them all.