Betway

Betway “Lair”

The Betway boys are back for a second year of “For The Love Of The Game”, and we were delighted to welcome a dream team of talent to the campaign.

Hanna Maria Heidrich, the director of the ads, is one of the hottest directors breaking into the UK, following her work on acclaimed campaigns for Trivago and Stella Artois; Tim Maurice-Jones, the director of photography, was Guy Ritchie’s DOP on films including Sherlock Holmes and Snatch; and Marketa Korinkova, the set designer on Casino Royale and The Chronicles of Narnia, used techniques honed on Hollywood sets to create the interiors in the films.

Continuing the ‘golden age of Hollywood’ theme, special effects were largely shot “in camera” rather than relying on Computer Graphics, to give scale and physicality to the action. And once again we looked to the world of film trailers, and employed our Modular technique to develop a highly flexible, rapidly deployable toolkit that can be combined to create distinct narratives and different communication needs throughout the campaign’s lifecycle.

We’ve had another year to live with the characters and explore the cinematic worlds they can inhabit, and it feels like it’s paid off with the most visually ambitious, funny and engaging campaign we’ve created for Betway yet.

Campaign seem to like it too.

Credits
Agency Above+Beyond
Director Hanna Maria Heidrich, Believe Media
Director of Photography Tim Maurice-Jones
Executive Producer James Covill, Believe Media
Editor Mischa Meyer
Post Production Russ Shaw, Nice Biscuits
Sound Design James Lyme, Scramble Soho
Set Designer Marketa Korinkova
Photographer Marco Mori, Horton Stephens
Music Publisher Scuta Salamanca, Soviet Science
Media Planning/Buying Starcom Mediavest