Bet 365 celebrates the return of AFL with comedian Danny McGinlay and die-hard fans

Betting company 365 is celebrating the return of the AFL in its latest campaign featuring comedian Danny McGinlay.

The campaign was filmed weeks before the COVID-19 lockdown, to be released for round one back in March. Creative agency Crater then reworked the films for the return of the AFL last weekend.

In the social campaign, McGinlay visits die-hard fans of the Western Bulldogs, Richmond Tigers and Greater Western Sydney Giants to find out which players they love and which clubs they hate.

Liam Geoghegan, social media manager of Bet 365 Australia, said: “The AFL is a key content platform and we wanted to engage their most passionate fans. This series highlights just how passionate those fans are during a very testing time.”

McGinlay is a Western Bulldogs supporter himself, making him the ‘natural choice’ for the campaign, said director Ed de Carvalho.

“Working with Danny on this project was a natural choice. His humorous takes on the AFL and banners in the past have been a talking point for some time. It was this and his in-depth knowledge of AFL that made him the perfect host for some AFL content with Bet 365. Whilst we had some changes to the end production due to COVID-19, it was Danny’s hilarity and relatability with fans that shined through in each piece,” de Carvalho said.

Simon Morehead, Crater creative director, added: “With the last three months impacting filming across the industry, the production found itself in a holding pattern with the AFL season being recommenced. As our films focused on season launch, when the AFL seasons was re-established, Crater had to use its flexible approach and fast thinking in order to deliver Bet 365 relevant films for release.”


Client – Bet 365
Social Media Manager Aus – Liam Geoghegan

Creative Agency/Production – Crater (Australia)
Head of Production – Steven Farrer
Commercial Director APAC & Europe – Justin Solomons
Creative Director – Simon Morehead & Ed de Carvalho
Director/Editor – Ed de Carvalho
DP – Casimir Dickson
2 ND Unit DP – Shelley Farthing-Dawe
Sound – James Martell
Grade – Julien Chichignoud


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