KenoGO has launched its latest brand campaign, Thrill of the Wait 2.0, with independent creative agency The Idea Shed, positioning everyday downtime as the perfect opportunity to play.
The campaign builds on Thrill of the Wait 1.0 and aims to strengthen brand cues and habitual triggers to drive ongoing engagement. By reframing idle pauses – such as waiting for a haircut, standing in line, or between commitments – as “KenoGO Moments,” the brand looks to embed itself as go-to entertainment during those times.
The rollout includes two 15-second TVCs (Fresh Do and Bathroom Line), with a third set for 2026. The creative is supported by OOH, radio, digital and social, with contextual OOH headlines targeting waiting moments across the country.
The two-day shoot by the independent agency and Chronicle delivered a unified creative system for use across paid, owned and earned channels.
“Thrill of the Wait 2.0 has taken KenoGO to the next level,” Emma Kasbarian, Marketing Director at KenoGO, said.
“The Idea Shed has once again shown how to make our brand feel fun, modern and relevant. By turning downtime into playtime, they’ve helped us build a clear point of difference in the market and connect with Australians in everyday moments.”
John Volckman, Director at The Idea Shed, added: “From launching KenoGO to now shaping the next chapter with Thrill of the Wait 2.0, we’ve shown the strength of Creative Commerce in action.
“This work builds on the momentum of launch, proving that when creativity is grounded in cultural truth, it doesn’t just entertain – it creates relevance, brand love and measurable business outcomes.”
Credits:
The Idea Shed:
John Volckman – Partner
Richie Stretell – Partner
Daniel Adams – Client Service Director
Adrian Moore – Head of Creative Experience
John Fairley – Creative Director
Paul Fiore – Creative/Copy Writer
Adela Lee – Designer
Anna Blackie – Account Director
Chronicle Studios:
Dale Bennetto – Partner & Head of Production
Si Kirk – Director of Photography
Kate Turner – Producer
Siobhan Crowley – Senior Producer
Claudia Sutiono – Editor
KenoGO Australia:
Emma Kasbarian – Marketing Director
Adam Pustetto – Head of CRM
Claudia Nikolovski – Marketing Executive
Tina Wang – Marketing Coordinator
Maria Lopez – CRM Executive
Agency Partners:
Mitch J. Green – Director
PMG