Imagine A Gambler

Client: GambleAware

85,000 poker chips. One for every child gripped by gambling addiction in Britain.

People assume gambling addicts are old men in the bookies. The reality is darker. Gambling is everywhere- football, video games, celebrity endorsements. It can lure anyone in, even children. We created a striking installation made of 85,000 poker chips, revealing a child. A visual paradox that viscerally brought to life the scale of the problem. With zero media budget, we made the work itself unmissable. It sparked a national conversation, reaching 364 million people with earned media. Poker chips are a symbol of gambling. Children shouldn't be.