Neds renews Neds Level brand platform in first campaign from The Monkeys
Neds has launched its first campaign with Accenture Interactive’s The Monkeys since the creative agency’s appointment by global sports betting and entertainment operator Entain Australia in October 2021.
The campaign is the wagering brand’s first major brand campaign in over two years, revitalising its enduring brand platform ‘Take it to the Neds Level’.
It is the second major brand campaign to drop from the Accenture Interactive agency in the last week, following the launch of Qantas’ new ‘I Still Call Australia Home’ campaign on Friday.
The ‘Neds Level’ campaign aims to capture the unrivalled experience Neds gives it customers through innovative products, the Punters Toolbox, promotions and an easy to use mobile app.
The campaign features a 60 second spot, directed by Ivan Grbovic, that sees a young man’s punting experience literally elevated to new heights as he travels through the floors of a high-rise building, having been uplifted by his Neds betting win. As he travels up, he encounters a wide range of unbelievable moments, from cheering o the winning goal with a bunch of footy ganatics, to crashing through the luxury apartment of a prized greyhound, interrupting a UFC fight club, and discovering (and destroying) a collection of priceless sporting memorabilia.
The spot will run on broadcast television, BVOD and cinema with the campaign having also been rolled out nationally across OOH, radio, online, digital and social.
“Neds punters love their racing and sport, but they also love discovering the latest in tech and experiences on and offline. They’re always hungry for the next big thing. We want our new campaign to speak to this excitement and desire for next-generation betting – so our customers understand we will always strive to bring them the latest and greatest online wagering has to offer,” said James Burnett, chief marketing officer of Entain Australia.
“When we started working with the Neds team, it didn’t take us long to discover the propelling, innovative force that sits at the core of their business and the brand,” said Connor Beaver, creative director, The Monkeys.
“When it came to the work, we knew we wanted to capture this feeling of next-generation betting and showcase the elevated experience punters have come to expect with Neds.”
Credits:
Client: Entain Group (Neds)
Chief Marketing Officer: James Burnett
Brand Manager: Amanda Sharp
Head of Creative Services: Keira Samuel
Senior Designer: Celene Grantham
Creative Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Senior Planner: Dave Collins
National Head of Production: Romanca Mundrea
Creative: Connor Beaver
Creative: Scott Zuliani
Senior Craft Designer: Raph Tamkalis
Producer: Katherine Muir
Production Coordinator: Genya Mik
Group Content Director: Sophie Gosper
Content Director: Tom Patterson
Content Manager: Isaac Montebello
Production Company: FINCH/The Corner Shop
Director: Ivan Grbovic
EP/MD FINCH: Corey Esse
EP The Corner Shop: Anna Hashmi
Producer: Nick Simkins
DOP: Nicolas Karakatsanis
Production Designer: Alexandre Vivet
Facilitation Company Prague: Unit + Sofa
EP: Martin Sobotka and Fady Salame
Unit + Sofa Line Producer: Nikola Mohorita
Offline: Atticus
Editor: Jack Hutchings
Offline EP: Amelia Bromley
VFX: Fin Design + Effects
VFX Supervisors: Justin Bromley, Michael Brown & Alex Pattinson
VFX Producer: Emily Newbould & Isabelle Howarth
Colourist: Ben Eagleton
3D Animation: 3P Studios
Managing Director: Haley Stibbard
Senior Producer: Caroline Renshaw
3D Creative Lead: Rodney Quach
Animation Lead: Gwyn Dixon
Music: Level Two Music
Sound Design: Squeak E. Clean Studios
Sound Designer: Paul Le Couteur
E.P: Ceri Davies
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topics
Accenture Interactive
Connor Beaver
Entain Australia
Ivan Grbovic
James Burnett
Neds
The Monkeys
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