The campaign was brought to life by Sportsbet’s internal creative team in collaboration with partners Deloitte Digital and FINCH.
Sportsbet has again taken the opportunity to remind all racing fans to BS Responsibly with its latest campaign for the Spring Racing Carnival.
After the BS Brigade successfully maintained healthy levels of BS from racetrack to pub last season, the crew are back bigger and better as the evolved BSi.
“Last racing season we found a lot of punters resonated with the insight of BS Responsibly," says Raman Goraya, creative director, Sportsbet.
"This year we had to take it to the next level with the BSi and give the crew a few more toys.”
The fully integrated campaign, which features SWAT teams, helicopters, highway patrols and even a forensics unit, was brought to life by Sportsbet’s internal creative team in collaboration with partners Deloitte Digital and FINCH.
“Whether you’re trying too hard with your race day outfit, dispersing poorly researched tips or serving up a ‘deconstructed parma,’ be warned, the BSi are on the case," says Charles Baylis, executive creative director, Deloitte Digital.
The headline feature of the campaign is Sportsbet’s new Same Race Multi product which the leading online bookmaker says is a gamechanger for racing customers.
Client/Production: Sportsbet Australia
CMO: Mark Migliorini
GM Marketing: Tim Hernadi
Head of Content Production/Director: Barney Howells
Head of Brand & Advertising: Kathy Schokman
Head of Partnerships & Content: Ben Hawes
Creative Director: Raman Goraya
Copywriter: Chris Chard
Brand Manager: Jason Thatcher
Campaign Manager: Rachel Gilkison
Campaign Manager: Isaac McCallum
Retail & Digital Video Manager: Toby Barrett
Art Design Lead: Dean Barbaro
Creative Consultancy: Deloitte Digital
Chief Creative Officer: Matt Lawson
Creative Brand & Media Partner: Adrian Mills
Executive Creative Director: Charles Baylis
Manager: Daniel Loukidis
Production Company: Finch Company
Executive Producer: Corey Esse
Producer: Kate Merrin
Director of Photography: Lachlan Milne, ACS
Offline Editor: Tim Parrington
Post Production: Fin Design & Effects
Post Producer: Jess van Roosendaal
Online Editor: Michael Smith
Sound: Final Sound
Producer: Pip Wright
Sound Engineer: Stevo Williams