Ladbrokes targets the racing punter in TVC

13 September 2019

Creative Agency: BCM Partnership

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This is BCM's first work for Ladbrokes since being appointed to the account.

In the next evolution of the “Back Yourself” brand platform, Ladbrokes has changed up its creative approach to strike a stronger chord with punters, during the upcoming Spring Carnival.

The campaign is the first work from new agency partner BCM, led by ECD Christy Peacock, and was directed by Joel Harmsworth from The Sweetshop.

James Burnett, chief marketing officer at Ladbrokes, says the team enjoyed the "collaborative spirit" its new agency partner to create the brand platform.

“We carried out an extensive research and strategy process with Ewen Pettit from Element, which uncovered some unique and powerful opportunities for the Ladbrokes brand," Burnett says.

"The creative work we’ve developed with BCM shows a much deeper understanding of the punter, how they think and the effort they put in."

Phil McDonald, managing director and partner at BCM, added: “This idea was all about showing an appreciation of the real science of punting and the elements of spring racing that get punters excited. Christy and the collective team have created something that’s perfect for the Ladbrokes brand and that will no doubt connect with the real horse racing enthusiasts.”

Credits

Ladbrokes
James Burnett - Chief Marketing Officer
Nathan Low - General Manager Marketing
Louise Eadie - Creative Producer

BCM
Phil McDonald - Managing Director & Partner
Christy Peacock - Executive Creative Director
Sam Boyd – Copywriter
Brendan Greaney - Copywriter
Shaun Egan – Art Director

Element Insight & Strategy
Ewen Pettit – Research and Brand Planning

The Sweetshop
Joel Harmsworth - Director
Llew Griffiths - Executive Producer

Arc
Graeme Pereira – Offline Editor

Cutting Edge
Samara Keune - Senior Post-Producer
Billy Wychgel - Colourist
Mike Lange - Sound
Tim Schultz - Online Editor

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