Ladbrokes highlights the seen and unseen moments behind horse racing in Spring Carnival campaign
Ladbrokes has continued its ‘Back Yourself’ platform in its latest campaign ahead of the upcoming Spring Racing Carnival.
The campaign follows the intricacies of spring racing, from the betting algorithms, lead-up races, and international horses that have come to compete.
The campaign is the first from Ladbrokes’ new creative agency BCM, led by executive creative director Christy Peacock.
James Burnett, chief marketing officer at Ladbrokes, explained the research into punters that went into the campaign.
“We carried out an extensive research and strategy process with Ewen Pettit from Element, which uncovered some unique and powerful opportunities for the Ladbrokes brand. The creative work we’ve developed with BCM shows a much deeper understanding of the punter, how they think and the effort they put in. We really enjoyed the collaborative spirit that we had with BCM and was engendered by Christy,” Burnett said.
Phil McDonald, managing director and partner at BCM, said: “We are very happy to be working with the Ladbrokes team on their brand. This idea was all about showing an appreciation of the real science of punting and the elements of spring racing that get punters excited. Christy and the collective team have created something that’s perfect for the Ladbrokes brand and that will no doubt connect with the real horse racing enthusiasts.”
Credits
Ladbrokes
James Burnett – Chief Marketing Officer
Nathan Low – General Manager Marketing
Louise Eadie – Creative Producer
BCM
Phil McDonald – Managing Director & Partner
Christy Peacock – Executive Creative Director
Sam Boyd – Copywriter
Brendan Greaney – Copywriter
Shaun Egan – Art Director
Element Insight & Strategy
Ewen Pettit – Research and Brand Planning
The Sweetshop
Joel Harmsworth – Director
Llew Griffiths – Executive Producer
Arc
Graeme Pereira – Offline Editor
Cutting Edge
Samara Keune – Senior Post-Producer
Billy Wychgel – Colourist
Mike Lange – Sound
Tim Schultz – Online Editor
I guess running behaviour change campaigns didn’t deliver the bottom line eh BCM? Had to move into helping the gambling industry. You should be ashamed of yourselves.
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I like it
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Great work guys.
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