Choclair and Saukrates’ reimagined “Let’s Ride” provides soundtrack for distinctly local campaign created in partnership with Memory
Marking Hard Rock Bet‘s first international expansion, the top-rated app has launched in Ontario with a new integrated campaign in partnership with Memory, introducing the globally recognized entertainment brand to one of North America’s most competitive online gaming markets.
Your neighbourhood. Your coffee shop. Your living room. Your pocket. Your moment.
Built around “entertainment for the moments in between,” the campaign brings brand building and performance marketing together across the customer journey, leveraging Hard Rock’s existing recognition to connect with audiences throughout their day.
The campaign’s brand launch film combines polished craft with fluid camera movements and transitions through familiar Toronto locations, while clearly showing people interacting with Hard Rock Bet through the mobile app in everyday moments. The work reflects Hard Rock Digital’s broader investment in Ontario, where the company has established a local office and team for localized 24/7 customer support.
Drawing on Hard Rock’s longstanding connection to music and entertainment, the campaign soundtrack features a reimagined version of the late-90’s classic “Let’s Ride” from Juno Award-winning Canadian hip-hop artist Choclair and produced by Canadian hip-hop icon Kardinal Offishall and acclaimed rapper and producer Saukrates. The track is available for download, along with behind-the-scenes content capturing the recording sessions.
“Hard Rock has something incredibly powerful in this category: people already know the brand,” said Ian Mackenzie, Co-Founder, Chief Creative Officer, Memory. “We’re building on that existing affinity while introducing Hard Rock Bet to Ontario. It’s brand and performance working together across the full journey.”
“Ontario is an important market for Hard Rock Bet, and we wanted our launch to reflect a genuine commitment to the province from day one,” said Lauren Varnas, Vice President of Brand Marketing at Hard Rock Digital. “Together with Memory, we built a campaign that feels authentically Ontario while staying true to the energy, entertainment, and trust people expect from the Hard Rock brand. From filming in Toronto with Canadian talent and production partners to featuring an iconic Canadian track reimagined by local artists, every element was intentionally crafted to resonate with Ontario players. We’re proud to introduce Hard Rock Bet Casino with a campaign that is both unmistakably Hard Rock and unmistakably local.”
The campaign spans television, audio, streaming, digital, search, affiliate, sponsorships, social and CRM, with additional work rolling out throughout the month. Both the creative and media strategy were tailored specifically for Ontario, creating an omnichannel launch designed to keep Hard Rock Bet top of mind throughout the moments in between. A high-impact digital out-of-home presence will follow across Toronto, including immersive, motion-led executions designed specifically for Ontario audiences.
For Memory, the assignment represents one of its largest since the independent agency launched just over a year ago, spanning brand strategy, creative and performance.
“The scope and scale of this partnership is something we’re so proud of,” said Ryan Bullock, Co-Founder, Chief Business Officer, Memory. “This is an iconic global brand making a major market entry, and we’ve been trusted to help build its presence from brand through performance. It’s exactly the kind of opportunity we created Memory for.”
Hard Rock Bet is available for download on iOS and Android and can also be played at HardRockBet.ca.
Play responsibly. Must be 19+ to play and physically present in Ontario. Know your limit, play within it. If gambling is no longer fun, confidential support is available through ConnexOntario at ConnexOntario.ca or by calling 1-866-531-2600.
About Hard Rock Digital
Hard Rock Digital is the exclusive Hard Rock International vehicle for interactive gaming and sports betting and the primary vendor to the Seminole Tribe of Florida for sports betting. Known the world over for its famous cafes, casinos, hotels, and music memorabilia collection, Hard Rock’s legendary hospitality and entertainment serves as our foundation as we build the future of sports betting and internet gaming. Headquartered in Hollywood, Florida, and with offices in Austin, Texas, Atlantic City, New Jersey, and Toronto, Ontario, Hard Rock Digital is dedicated to creating the best place to play for sports fans and mobile gamers everywhere.
Join us in Canada by visiting HardRockBet.ca and following @HardRockBetCA on social media for the latest betting action. For more, visit HardRockDigital.com.
About Memory
Memory is a brand performance agency built for today’s marketers. Founded by Ian Mackenzie and Ryan Bullock, the agency has quickly become one of Canada’s fastest-growing independent agencies by helping ambitious brands solve today’s biggest marketing challenge: building distinctive brands while driving measurable business growth. By integrating strategy, creativity, data and AI-enabled tools, Memory creates ideas that win hearts, change behaviour and deliver measurable commercial impact.
Credits
Project: Hard Rock Bet Casino is Here
Client: Hard Rock Digital
Vice President, Brand Marketing: Lauren Varnas
VP, Creative & Design: Tim Tuley
Director of Brand: Michael Zitney
SVP, Marketing & Engagement: Zachary Sold
Marketing Director – International: Ira Kates
Director of Production: Craig Finkel
Creative Director: Mike Rice
Manager, Social Media: Jordan Chichelli
Senior Director, Media Planning and Strategy, Max Madler
Agency: Memory
Chief Creative Officer: Ian Mackenzie
Chief Business Officer: Ryan Bullock
Broadcast Producer: Tessa Waisglass
Associate Creative Director: Sam Mussa
Associate Creative Director: David Weaver
Art Director: Vivian Zeng
Creative Director: Colin Craig
Creative Director: Sam Cote
Creative Director: Ryan Dzur
Strategy: Meg Kerr
Account Director: Sean Megna
VP, Production: Leigh Reynolds
Project Manager: Rebecca Rowat
Production Company: Animals
Director: Leigh Marling
Executive Producer: Miriana DiQuinzio
Director of Photography: Chris Soos
Line Producer: Christopher Scherk
Edit House: Saints Editorial
Editor: Ross Birchall
Exec Producer Saints: Emily McKay
Post Production: Studio Feather
Executive Producers: Sara Windrim, Emily Goldberg
CG/Flame Artist: Melissa Vasiliev
Director of VFX: Julian Van Mil
Alter Ego Colourist: Eric Whipp
Alter Ego Exec Producer: Hilda Pereira
Audio: Grayson Matthews
Producer: Nicholas Shaw
Creative Director: Tyson Kuteyi
Creative Director: Mark Domitric
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