Gila River Resorts & Casinos has announced the evolution of its “You Do You” brand campaign with an all-new concept created by its agency of record, O.H. Partners.

LEARN MORE: $180 million Santan Mountain Casino will open June 30

Gila River, a tribal gaming enterprise based in Chandler, Arizona, has achieved consistent growth throughout the years because of its nontraditional marketing tactics. In an effort to continue the growth, the brand tasked O.H. Partners with attracting a younger segment of guests to maintain its growth trajectory. The result, a brand-new iteration of Gila River’s long-running “You Do You” campaign. This updated and refreshed campaign serves as an invitation to every ‘You’ out there using a diverse cast with personalized animated art to connect with the new audience. By leveraging a shared value of inclusivity, O.H. Partners and Gila River emphasize the importance of being yourself and “Doing You” in the campaign. 

The integrated campaign includes two multi-channel video spots and a variety of extensions across paid social media, organic social media, out of home advertising (OOH), print, radio, and property signage. The spots feature guests enjoying Gila River’s luxury and Las Vegas-style amenities with “You Do You” as the focus of the campaign serving as a consumer invitation and a brand declaration. The campaign is upbeat and on-trend, featuring fresh and playful graphics that highlight the unique attributes of the Gila River’s brand. To ensure the campaign resonates with experience seekers everywhere, O.H. Partners tapped creative international powerhouses Scholar, 750MPH, Company3, and New York based rapper, Outasight, to bring the evolution of “You Do You” to life. 

“This campaign needed to demonstrate the rich social experiences people can have on property, and it had to scream inclusivity. Animation allowed us to accomplish both. The campaign celebrates the uniqueness of our characters and separates our spot from the other casino campaigns out there,” said Tim Washburn, CCO of O.H. Partners. 

“We had the privilege to expand our enterprise by opening our fourth location, Santan Mountain casino. With the growth, it was only natural to elevate our brand campaign to connect to a wider audience,” said Dominic Orozco President & CMO of Gila River Resorts & Casinos. “Through the enterprise, we are able to support the Gila River Indian Community and that is something we take tremendous pride in. To continue this growth to further support the community, we challenged O.H. to help us evolve our brand campaign to attract new guests and they rose to the occasion and executed a flawless campaign.” 

“Our long-standing relationship with the Gila River team allowed us to identify marketing opportunities that would have been difficult for any other agency. It’s a testament to the power of relationships and their ability to generate momentum,” said O.H. Partners President Meagan Jackman.

From the O.H. Partners team, Tim Washburn served as Chief Creative Officer, Noah Williams served as the Creative Director, Joe Weber as Associate Creative Director, Holly Ringerud as Creative Planner, Amy Colbourn as EVP Insights & Strategy, Micki Hein as EVP Brand & Marketing, Cassidy Francois as Account Director, Paige Buffington as Senior Account Executive, and Keira Knowlton as Media Supervisor.