Full Tilt Poker: Losing

Losing is beautiful.
The feeling in your stomach when someone calls your bluff. The melody of the clink-clink-clink as another player rakes in your chips. The realization your greatest opponent is also your greatest teacher. When you can find beauty in losing, you've started learning how to win.

Full Tilt Poker's new global campaign, with its sophisticated black-and-white creative executions, position the brand as the purveyor of true poker, and feature the 14 professional poker players who make up Team Full Tilt. The message of “constant improvement,” which research and focus groups identified as a key driver for true poker players, is prevalent throughout the work.

The messaging is paying off. Since becoming the brand’s marketing agency of record in 2007, Wongdoody's work has helped Full Tilt Poker become the No. 2 online poker site worldwide (from No. 6) with a sustained global user growth of approximately 350 percent per month.

Advertising Agency: Wongdoody, LA, USA
Creative Directors: Tracy Wong, Michael Boychuk, Court Crandall
Art Director: Ben Schneider
Copywriter: Julia Regan
Photographer: Joel Lipton
Account Director: Greg Falcione
Account Supervisor: Cristina Prusz
Print Producer: Vickie Palm
Broadcast Producer: Elisa Orsburn
Assistant Broadcast Producer: Kendall Hawley
Director: Errol Morris
Published: April 2010