Bbh Sport Unveils Bwin Campaign

Sportsbook brand, bwin, is back for the new season with a new €30m pan-European ad campaign, marking BBH Sport’s first work for bwin.

‘The Race’ invites the audience to interact with the outcome of the ad’s high speed pursuit.

The production uses stunt drivers, who have previously worked on several big-budget films such as Bond and Fast & Furious, and was directed by Nima Nourizadeh, best known for his feature films Project X and American Ultra, as well directing music videos for stars including Dizzee Rascal, Lily Allen and Mark Ronson.

The Race is a fully integrated TV, cinema, social media, CRM and digital display campaign that will run across bwin’s European footprint. The campaign’s 90-second launch advert was broadcast for the first time on Saturday 12th August and will be followed up with a 120 second version revealing the winner during the opening games of the UEFA Champions League in September.

It represents the first major campaign from bwin since it was acquired by GVC last year.

Adam Lewis, chief marketing officer, bwin commented: “We have huge ambitions for bwin and with this campaign, we have set out to create an action packed interactive experience for our audience that sets us a million miles apart from the rest of the pack. When people think bwin, we want them to think excitement, action, entertainment and exhilaration.”

“There is more than a touch of Hollywood about our approach – we want to keep the audience on the edge of their seats and make them part of the excitement. With this campaign being the first of a trilogy running through the next 12-months we are making a big, bold statement that encapsulates our aim to cement bwin as Europe’s leading betting brand,”.

The Race has been created by BBH Sport with bwin and written by Paul Silburn, Chris Clarke and Matt Moreland, with Ewan Paterson as the executive creative director.

Ewan Paterson, ECD, BBH Sport: “bwin have always acted differently to other betting brands and The Race takes betting advertising to a totally new and different world – there’s none of the category norms in this campaign.”

According to the agency, The Race is part of the ‘Live the Action’ campaign, designed to position bwin as the different, more exciting, more interactive, more inventive betting brand.