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Online gambling company Betfair and creative agency Leo Burnett London have launched an integrated campaign called ‘Betfair Play Smart’ targeted at new and existing customers and using world-renowned sports legends to show them how to ‘Play Smart’.
Leo Burnett London were tasked to create a campaign that highlights Betfair’s position in the market as the go-to place for smart betting by leveraging their sponsorship contracts with Arsenal F.C, FC Barcelona and Juventus F.C.
Using Betfair’s access to high profile talent as part of their sponsorship contracts, the campaign consists of three online films, using 12 world renowned football players, including; Bernd Leno (Arsenal FC) Leonardo Bonucci (Juventus FC) and Philippe Coutinho (FC Barcelona)
The club films convey how the football players assess, predict and anticipate moves before they happen, both on and off the pitch, emphasising Betfair’s position as being the place for smart bettors and a platform that embodies ‘Playing Smart’.
The Play Smart campaign is the sponsorship evolution of the Betfair campaign ‘Where Gut Instinct Meets Smarts’, building on the cognitive process of blending instincts, intelligence and competitiveness and the ability to ‘Play Smart’.
The campaign will be supported on social channels including Facebook, YouTube, Instagram and Twitter with a series of tactical short form edits, designed to drive viewers to watch the three club films. The edit featuring FC Barcelona’s attacking midfielder Philippe Coutinho will be turned in to a TV ad for Spanish markets broadcasting this week.
Stephen Mault, Brand Director at Betfair said: “We set out to create a digital led campaign, that would leverage our high-profile partnerships with FC Barcelona, Juventus and Arsenal to support our international growth. The creative positions the brand as the destination for the smart bettor, while building association between the brand and our high-profile partners. We’re delighted with the creative and the output is testament to the combined effort of brand and agency.”
Liam Hopkins, Board Account Director at Leo Burnett London said: “Betfair have managed to navigate a whole series of parameters to deliver a pioneering campaign in under one hour for each club shoot. They have positioned themselves as the place for people who ‘Play Smart’ and showcased their fantastic football sponsorship portfolio at the same time in this truly collaborative effort”.
Title/Project - Betfair Play Smart
Agency - Leo Burnett London
Agency contact - Liam Hopkins, Client Lead
Client Name, Harry Phillips, Head of Sponsorship & PR
Copywriter - Liane Dowling
Art director - Gareth Butters
Planner/CSU Director - Ben Felton
Designer - Ron Morrison
Production company - Tangerine Films
Director - Ben Jones
Audio Post Production - Prodigious
Post Production - Prodigious
Exposure (media channels) - Facebook / Twitter / Instagram / TV – Spain & Brazil (Barcelona only)
SK-II Aims to Inspire Millions of Chinese Women to Take the First Step to Overcome Marriage Pressure
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Fresh out of Chinese New Year, global prestige skincare brand SK-II premieres an online documentary film that further broaches the topic of marriage pressure with an emotional appeal to single women worldwide – “Meet Me Halfway”.
An extension of the SK-II’s ongoing #changedestiny philosophy, “Meet Me Halfway” follows the real-life stories of three young single Chinese women as they bravely take on the daunting first steps of reaching out to their parents after years of avoiding and not returning home due to marriage pressure. Through sharing their stories and listening with an open mind, both sides meet halfway on
mutual ground with a sense of understanding and unexpected liberation.
Millions of young single women in China experience a disconnect from their parents citing marriage pressure as one of the top reasons. Many find themselves having to choose between living up to their parents and society’s expectations and timelines of marriage and their own dreams and aspirations.
Avoiding Chinese New Year has become a growing phenomenon among young single Chinese women as a result. For a young single Chinese woman, curious questions that arise from parents and relatives about boyfriends, marriage and even children during the week-long festivities create a suffocating and unbearable environment of pressure and urgency.
The film takes viewers to the heart of the matter, candidly showing the women’s first attempts of opening up to their parents about their lives and the marriage pressure they have been dealing with.
Through meeting halfway, both literally and figuratively, daughters begin to see their parents in a different light and come to the realization that the questions from their parents causing their burden were coming from a place of love and genuine care. Through bridging daughters and parents and facilitating an open dialogue about marriage pressure, SK-II hopes to provide a platform where
mutual understanding can be achieved to empower women to make their own choice, in their own
“We want to tell women worldwide: Destiny can change, when you have the courage to take the first step to meet halfway.” shares Sandeep Seth, Vice President, Global SK-II. “We hope the stories of these three brave women can inspire other women to take the first step, start a conversation with their families about marriage pressure and in the process, empower them to live life on their own terms and shape their own destinies.”
“Meet Me Halfway” is SK-II’s latest installment in its ongoing #changedestiny campaign and a follow up to 2016’s award winning “Marriage Market Takeover” and 2017’s “The Expiry Date”.
Learn more about SK-II #changedestiny at http://www.sk-ii.com.
Sandeep Seth, Vice President SK-II
Kylene Campos, Global Marketing Director SK-II
Title: Meet Me Halfway
Country of Airing: China
Length: 4:36 minutes
Launch date: February 18th, 2019
Creative Agency: Forsman & Bodenfors Singapore
Account Supervisor: Susanna Fagring, My Troedsson, Abbe Hale
Account Manager: Hongi Luo, Patrik Danroth
Art Director: John Bergdahl
Copywriter: Joakim Labraaten
PR-strategist: Amat Levin
Designer: Jason Feng
Planner: Leo Bovaller
Agency Producer, Film: Alexander Blidner
Production company: Tool of North America
Postproduction: Cabin Editing Company
Director: Floyd Russ
Producer: Andy Coverdale
Executive producer: Brad Johns/Nancy Hacohen
D.O.P: Christophe Collette
Music: Victor Magro/Future Perfect
Editor: Isaac Chen
Sound: Lime Studios
Activation Strategy & Orchestration: Mano Copenhagen
Strategy Director: Thor Otar
Client Lead: Jakob Stigler
Orchestration Lead: Liv Sørensen
Distribution Partner: Verizon Media (Ryot Studio)
Account Director: Jesper Laumand
Distribution Strategy Director: Yangze Wang
Planner: Mads Linnebjerg
Editorial distribution: Sandra Rasmussen
Social distribution: Nicklas Fjelsted Holm
PR Distribution: Anna Taussi
Researcher: Troels Ringsted
Account Manager: Annie Aa
FOR MORE INFORMATION PLEASE CONTACT
Shuqi Fu, Global Brand Communications Manager
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