Category changing campaign brings to life the excitement of bwin brand
Europe’s leading sportsbook brand, bwin, is back for the new season with a ground-breaking multimillion euro pan-European campaign that launches with a Hollywood-style 90-second car chase to bring to life the excitement and exhilaration of the bwin experience.
‘The Race’ has been shot to capture the action and excitement of bwin’s high-octane brand and invites the audience to interact with the outcome of the ad’s high speed pursuit.
The 90-second theatrical ‘Black or Yellow’ launch film features black and yellow cars screeching through the streets, getting the audience on the edge of their seats before stopping suddenly and prompting them to back a winner. The production uses Stunt drivers who had worked on several Bond and Fast & Furious movies and was directed by Nima Nourizadeh, best known for his feature films Project X and American Ultra starring Jesse Eisenberg, as well directing music videos for stars including Dizzee Rascal, Lily Allen and Mark Ronson.
The Race is a fully integrated TV, cinema, social media, CRM and digital display campaign that will run across bwin’s European footprint. The campaign’s 90-second launch Ad will broadcast for the first time on Saturday 12 August and will be followed up with a 120 second version revealing the winner during the opening games of the UEFA Champions League in September. It represents the first major campaign from bwin since it was acquired by GVC in 2016.
Adam Lewis, Chief Marketing Officer of bwin, comments: “We have huge ambitions for bwin and with this campaign, we have set out to create an action packed interactive experience for our audience that sets us a million miles apart from the rest of the pack. When people think bwin, we want them to think excitement, action, entertainment and exhilaration.”
“There is more than a touch of Hollywood about our approach – we want to keep the audience on the edge of their seats and make them part of the excitement. With this campaign being the first of a trilogy running through the next 12 months we are making a big, bold statement that encapsulates our aim to cement bwin as Europe’s leading betting brand.”
The Race has been created by BBH Sport with bwin and written by Paul Silburn, Chris Clarke and Matt Moreland, with Ewan Paterson as the Executive Creative Director.
Ewan Paterson, ECD, BBH Sport: “bwin don’t do ordinary and this campaign is far from the norm. bwin have moved heaven and earth to make an ad for a betting brand into a cliff-hanger movie, in over nine countries across Europe, but bwin are all about going the extra mile to make things more fun and different.”
The Race is part of the ‘Live the Action’ campaign, designed to position bwin as the different, more exciting, more interactive, more inventive betting brand.
Client name and title: Adam Lewis, Chief Marketing Officer, bwin
BBH Sport Creative Directors: Matthew Moreland and Chris Clarke, Paul Silburn
BBH Sport Executive Creative Director: Ewan Paterson
BBH Sport Strategy Director: Darius Karbassioun
BBH Chairman: Jon Peppiatt
BBH Sport Account Manager: Louise Bodily
BBH Sport Account Director: Patrick Farrall
BBH Executive Producer: Charlie Gatsky
BBH Producer: Nicole Southey
BBH Art Producer: Sarah Knight
BBH Assistant Producer: Nnena Nwakodo
Production Company: Iconoclast
Service Production Company: Living Films
Director: Nima Nourizadeh
Executive Producer: Carine Harris
Producer: Suza Horvat
DoP: Barry Ackroyd
Post Production: Glassworks Ltd
Post Producer: Duncan Buxton
Colourist: Daniel De Vue (Glassworks Ltd)
Editor/Editing House: Daniel Sherwen/Final Cut Ltd
Sound Design: Phil Bolland @ Factory Ltd
Music Composition/Supervision: Siren
For more information please contact the bwin press office at Shine on 020 7100 7100 or firstname.lastname@example.org
NOTES TO EDITORS
bwin is the leading sports betting and gaming brand of GVC Holdings PLC, the global e-gaming operator in both B2C and B2B markets. GVC has four business segments with a number of brands; Sports labels (bwin, Sportingbet, Gamebookers), Gaming labels (partypoker, PartyCasino, Foxy Bingo, Gioco Digitale, CasinoClub), B2B and non-core assets. GVC acquired bwin.party digital entertainment plc on 1 February 2016. The Group is headquartered in the Isle of Man, is a constituent of the FTSE 250 index and has licences in more than 18 countries.
For more information see the Group’s website: www.gvc-plc.com
About Nima Nourizadeh
Nima Nourizadeh is an acclaimed film, commercial and music video director. In 2005, Nima directed a breakthrough clip for Hot Chip’s smash single “Over and Over,” followed by award-winning videos for artists such as Lily Allen, Chromeo, Flight of the Conchords, Santigold and more. In 2008, he won Best Director at the UK Music Video Awards. In 2010, Nima teamed up with producers Todd Phillips and Joel Silver to direct WB’s party comedy, PROJECT X. The movie marked his feature film debut and further established Nima as the fresh, uninhibited, and undeniably talented voice of a new generation. In 2015, Lionsgate released Nima’s second film, AMERICAN ULTRA, written by Max Landis and starring Jesse Eisenberg and Kristen Stewart.