In early April 2025, Sylvie Meis became the dynamic new face of Casino Baden-Baden’s games campaign, “Alte Schule, Neues Spiel.” Unveiled during a high-profile press launch on April 4, 2025, at Casino Baden-Baden, the campaign marks a bold reinvention of both the casino’s brand and Meis’s own public image. With over a million social media followers and a celebrated presence in German media, Sylvie was selected to embody a modern homage to the legendary film diva Marlene Dietrich—a figure renowned not only for her timeless style but also for her defiant individuality.
In a series of striking visuals and a captivating image film, Meis reinterprets Dietrich’s iconic style by embracing androgynous looks that challenge conventional femininity. Steering away from her traditional on-screen glamour, she dons tailored trousersuits and bold styling cues that echo Dietrich’s revolutionary fashion statements from the 1930s. This transformation powerfully intertwines past and present, resonating with an international audience eager for a blend of classic elegance and contemporary flair. The campaign’s tagline, “Alte Schule, Neues Spiel,” aptly captures the spirit of reinventing tradition by infusing it with modern energy and innovation.
Sylvie Meis’s involvement not only amplifies Casino Baden-Baden’s storied legacy but also aligns with the property’s vision to connect with a broad, cross-generational audience. By casting a well-established media personality whose personal narrative of reinvention mirrors the casino’s own evolution, the campaign sets a new benchmark for casino marketing—merging cultural heritage with inside-forward modernity.
