Betway has launched a new advertising campaign which takes a lead from the golden age of cinema. The campaign created by Above+Beyond, breaks with category conventions and is the second campaign by the agency under the ‘for the love of the game’ platform.
Breaking on 6 August, the campaign will feature six 30 second tv advertisements as well as online video adverts in multiple time lengths. The campaign features two main story lines ‘Temple’ and ‘Lair’ which both were produced using Above+Beyond’s Modular approach, an approach that allows for the utilisation of multiple story lines and narratives.
The campaign was delivered by some of the leading talent in the film-making world. Hanna Maria Heidrich, the director of the ads, is breaking into the UK, following her work on campaigns for Trivago and Stella Artois.
Tim Maurice-Jones, the director of photography, was Guy Ritchie’s DOP on films including Sherlock Holmes and Snatch, as well as Kick-Ass 2 and The Woman In Black.
Marketa Korinkova, the set designer on Casino Royale and The Chronicles of Narnia among others, used techniques honed on Hollywood sets to create the Temple and Lair interiors in the Betway films.
Anthony Werkman, marketing and operations director at Betway, said: “After a very successful campaign with ‘for the love of the game’, it’s great to be continuing our work with Above+Beyond and our latest ad is very exciting.
“We’ve brought in an extremely talented and very select group of individuals to work on this latest campaign and we’re delighted with the outcome.”
David Billing, the executive creative director at Above+Beyond, said: “For this second year of ‘for the love of the game’ it really feels like the dream team has come together. We were hugely lucky to happen on Hanna Maria just as she’s landing some big projects in the UK. And we were blessed with the quality of the team around her.
“We’ve had another year to live with the characters and explore the cinematic worlds they can inhabit, and it feels like it’s paid off with the most visually ambitious, funny and engaging campaign we’ve created for Betway yet.”
The video is available to watch here.
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