Dumb Thumb.
The Victorian Gambling and Casino Control Commission (VGCCC) is highlighting how gambling apps use offers and bonus bets to encourage young men to gamble more than they planned in a campaign via The Royals.
The campaign's lead character is Dumb Thumb - a rebellious, trigger-happy digit with a habit of placing impulsive bets on absolutely anything.
While fewer people are gambling, harm is rising. And young people, particularly young men, are being hit the hardest, according to research from the Victorian Population Gambling and Health Study.
The Royals founder and managing partner Andrew Siwka said the campaign is designed to feel supportive and non-judgemental, which is why we brought a thumb to life.
“Dumb Thumb takes a behaviour people instantly recognise and turns it into something visual, entertaining and hard to ignore.
“The campaign is designed to make setting limits feel smart and not restrictive, giving people confidence and control.
“Dumb Thumb parodies the codes of betting advertising, turning familiar, matey, pub-and-punt scenes into absurd battles with rogue betting thumbs.”
CREDITS:
Client: Victorian Gambling and Casino Control Commission
Creative Agency: The Royals
Production: Cousin
Director: Ariel Martin
Post House: Arc
Music/Sound: Rumble
Media: Omnicom
