Horseshoe Campaign

When Lumiere Place in St. Louis decided to convert to a Horseshoe, our team was tasked with creating concepts for a launch/re-opening campaign with the goal of creating excitement in the community. I was paired with a copywriter and our campaign was "Once You Know."

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What does it feel like waiting for the new video game console with mind-blowing graphics, that season finale that ties up all the loose ends or that vacation that starts as soon as the clock hits five? When you can’t wait for something, it’s all you can think about. With this campaign, we’re showing that anticipation by transforming ordinary things into horseshoes. Is it that you’re really seeing horseshoes or that you can’t wait for Horseshoe to get here?

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What you see below is concept only. Ultimately, the budget needed for a photoshoot and the desired font (not shown) caused this campaign to be put on an indefinite hold, with the hope that one day it would be picked up as a campaign for all Horseshoes. The pizza shot was done by myself with the help of a couple of colleagues to sell the concept. We ordered a pizza, cut the pepperonis ourselves and shot it in my dining room. For some insight into our other ideas, here is a link to our document.

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Below that campaign, you will see a Blackjack Tournament ad that was created to look like an old Western poster, in the spirit of the classic Horseshoe brand.