The work was created by Sportsbet’s internal creative team in collaboration with Emotive.
Online bookmaker Sportsbet has scoured the globe to find a compelling collection of famous fools, assembling them to promote its new, ‘Foolproof’ iPhone app in a campaign.
The work was created by Sportsbet’s internal creative team in collaboration with Emotive. Earlier this year, the brand cut ties with its long-time agency partner BMF as it launched its own in-house team.
Endorsing the incredibly easy to use app is former NRL whiz kid Todd Carney and leading flat earth theorist, Mark Sargent, amongst other notable brainiacs.
With its enhanced design, improved navigation and added shortcuts, Sportsbet’s Foolproof iPhone app is now so easy to use, even someone who ate a curry before a 16-hour flight could get their heads around it.
“This campaign has been developed with the Sportsbet audience clearly in mind," says Tim Hernadi, general manager of marketing, Sportsbet.
"Designed to bring a smile to peoples’ faces by taking the mickey in an endearing way, it simply highlights how Sportsbet’s new iPhone app is so easy to use, it’s foolproof.”
Brought to life with the help of FINCH, the campaign leads with a suite of video assets, including a long-form social film, 30-second and 15-second TV spots and 6-second digital shorts.
Working alongside the film is a series of radio executions, which further elevate the platform by playing on the gullibility of listeners mistaking cosmetic height surgery and mail order oysters for real businesses.
Contextual OOH in airports, gyms and roadside locations across the country also support the campaign.
“You’ll never be everything to everyone. And that’s what makes it so liberating to work on Sportsbet," says Ben Clare, group creative director at Emotive.
"The confidence they have in their own brand DNA, and a willingness to take risks in a world that seems so averse to them right now, allowed us to create something timely and true to the brand's voice. And have a lot fun doing it.”
Client/Production: Sportsbet Australia
CMO: Mark Migliorini
GM Marketing: Tim Hernadi
Head of Brand & Advertising: Kathy Schokman
Brand Manager: Jason Thatcher
Campaign Manager: Olivia Ferrary
Head of Partnerships & Content: Ben Hawes
Creative Director: Raman Goraya
Head of Content Production: Barney Howells
Retail & Digital Video Manager: Toby Barrett.
Art Design Lead: Dean Barbaro
Creative Agency: Emotive
Group Creative Director: Ben Clare
Group Creative Director: Zane Pearson
Creative Director: Michael Dawson
Chief Strategy Officer: Tyler Wilson
Business Director: Marshall Campbell
Production Company: Finch Company
Executive Producer: Corey Esse
Director: Sam Hibbard
Producer: Kate Merrin
Post Production: ARC Edit
Editor: Dan Lee
Sound: Final Sound
Producer: Pip Wright
Sound Engineer: Stevo Williams