Ladbrokes goes all out on punting operation via The Monkeys
Sports betting and gaming entertainment brand Ladbrokes has launched a new campaign to add to its ‘Ladbroke It’ platform, developed by creative agency The Monkeys Melbourne, part of Accenture Song.
“Operation: Steve’s Multi” follows four lads as they “take on” a day of punting, in a comedic action-packed operation that sees them jump from a plane before landing on a battlefield, battling sporting teams of all types, dodging tackle, cricket balls, darts, dogs and more.
The campaign comes as research from the Australian Gambling Research Centre revealed that more than half of Australians would support a ban on wagering advertising across broadcast channels before 10.30pm.
Directed by Benji Weinstein from Finch, the spot is set to Sweet’s ‘Ballroom Blitz’, launching this week in Australia across cinema, TV, outdoor, social and online.
James Burnett, chief marketing officer of Entain Group Australia, said: “This is a true celebration of mates coming together to enjoy the wide variety of sports, racing codes and betting products available through Ladbrokes.”
Cody Naetzker, senior copywriter, The Monkeys, added: “We wanted to give punters something as exciting and epic as the sports they love betting on – ‘Operation: Steve’s Multi’ does just that.”
The campaign is the first major work with media from Atomic 212, after Entain Group appointed the independent media agency to both Ladbrokes and Neds in October, following a competitive pitch.
In January, Entain Group’s creative agency of record, The Monkey’s, was appointed as Tabcorp’s agency of record for brand strategy, platform and creative, however the agency has insisted there is no client conflict.
Last month Mumbrella’s Calum Jaspan discussed how the creative agency has overcome potential conflicts across its client roster for The Weekend Mumbo.
Credits
Client: Entain Group (Ladbrokes)
Group Chief Marketing Officer: James Burnett
GM Marketing: Sam Tomson
Brand Manager: Louise Gallagher
Assistant Brand Manager: Bronte Bendeich
Brand Coordinator: James Milner
Head of Creative Services: Keira Samuel
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Senior Art Director: Zenon Predecki
Senior Copywriter: Cody Naetzker
National Head of Production / Producer: Romanca Mundrea
Senior Producer: Katherine Muir
Production Coordinator: Genya Mik
General Manager: Sophie Gosper
Senior Account Director: Jenny McLarney
Account Manager: Isaac Montebello
Media Agency: Atomic 212
Production Company: Finch
Director: Benji Weinstein
Managing Director / E.P: Corey Esse
Producer: Nikki Walker
Executive Producer: Rebekah Kelly
DOP: Germain Mimicking/John Toon
Post Production: The Editors
Editor: Alexandre de Franceshi
Editor: Shannon Michaelas
Post Producer: Charlotte Griffiths
VFX: Fin Design + Effects
VFX Supervisor: Justin Bromley
VFX Producer: Emily Newbould
Colourist: Ben Eagleton
Music Supervision: Level Two
Sound Design: SqueakE
Sound Designer: Paul Le Couteur
E.P: Ceri Davies
Retail Post Production: 3P Studio
Photographer: John Barrett
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