KenoGo has launched a new brand campaign created by The Idea Shed, debuting the gambling brand's new platform, 'Life's a Ball'.

The campaign, titled 'The Thrill of the Wait', is the first created for Kenogo by The Idea Shed since the creative agency won the business of the back of a competitive pitch in October. Over the next two years, The Idea Shed will provide full-service creative and brand management, campaign strategy, concept development, and creative execution.

'The Thrill of the Wait' campaign highlights KenoGo’s unique offering: the world's largest Keno jackpot of $40 million, available to win every 3 minutes. The campaign will be rolled out across TV, nationally on Foxtel, cinema, online video, social, and out of home, backed by a significant investment and leveraging the media expertise of Melbourne's PMG.

"Having downtime doesn’t have to mean doom scrolling — waiting for things doesn’t have to suck… waiting for that date running late, the washing machine to finish, the kettle to boil –– those are really your time to shine and come alive," said Partner and Executive Creative Director of The Idea Shed, John Volckman. "Working with KenoGo on this special project, 'The Thrill of the Wait' campaign was born out of how much of a blast you can have in the downtime on KenoGo with a $40 million jackpot to be won every 3 minutes."

The campaign was brought to life with The Idea Shed’s production partner Chronicle Studios and director Toby Morris. The Idea Shed, founded in 2013, is an independent Creative Commerce Agency based in Sydney and Auckland.

"From the moment we partnered with The Idea Shed, it was evident that we weren't just getting a creative agency; we were gaining a team of passionate collaborators dedicated to KenoGo’s success," said Head of Acquisition at KenoGo, Emma Kasbarian. "Their innovative ideas and fresh perspectives have injected new life into the brand, supported by the upcoming 'Thrill of the Wait' campaign. With The Idea Shed's expertise driving us forward, we're poised to achieve unprecedented cut-through and success."

In 2022, the Victorian Gambling and Casino Control Commission (VGCCC) granted Lottoland Australia a 20-year license to conduct Keno in Victoria.