In addition to Errol Morris-directed TV spots, WongDoody's global branding campaign for Full Tilt Poker features more than a dozen print ads, shot by Joel Lipton (JoelLipton.com
), with an ace in the hole in the form of inventive typography. Featuring Full Tilt stars like Chris "Jesus" Ferguson (seen in this lead ad), the work takes serious aim at the poker connoisseur. "Traditional poker marketing has aligned the game with the glitzy Las Vegas lifestyle," says ECD Tracy Wong, who notes that the campaign is shot in "timeless" black and white. "But that perception doesn't ring true for genuine poker players. 'We Play' positions Full Tilt Poker as the curator of true poker, rather than just another site that exploits the game's current popularity."