Sportsbet launches new ‘The Least You Can Do’ brand campaign via Deloitte Digital and FINCH
Online bookmaker Sportsbet has launched a major new brand campaign for the start of the 2019 AFL & NRL seasons via Deloitte Digital and production company FINCH.
Promoting the market-leading Sportsbet app, the campaign endorses Australians’ right to enjoy the art of doing less, reminding punters that when it comes to getting a bet on, Sportsbet is literally the least you can do.
Says Tim Hernadi, general manager of marketing, Sportsbet: “We’ve always believed in making things easier for our customers. It’s great to have a brand platform that allows us to demonstrate that whilst having a bit of fun.
“The campaign is the brainchild of the combined Sportsbet and Deloitte Digital creative teams who worked hand-in-glove from campaign conceptualisation through to the finished ideas.”
Brought to life in collaboration with FINCH, the campaign launches with two 30s and one 60s brand film.
Says Charles Baylis, creative director, Deloitte Digital: “Someone needed to stand up for our right to sit down. We’re just glad Sportsbet are brave enough to do it. In a world full of brands telling you to do stuff, it’s good to hear a voice that says Just Do It, Less.”
The campaign will be visible through-the-line in executions spanning brand and retail TV, print, online and outdoor.
Client/Production: Sportsbet Australia
CMO: Mark Migliorini
GM Marketing: Tim Hernadi
Head of Brand & Advertising: Kathy Schokman
Brand Manager: Jason Thatcher
Campaign Executive: Laura Murphy
Head of Partnerships & Content: Ben Hawes
Creative Director: Raman Goraya
Copywriters: Chris Chard & Ryan ‘Hammy’ Goodman
Head of Content Production/Director: Barney Howells
Retail & Digital Video Manager: Toby Barrett.
Art Design Lead: Dean Barbaro
Creative Consultancy: Deloitte Digital
Chief Creative Officer: Matt Lawson
Creative Brand & Media Partner: Adrian Mills
Creative Director: Charles Baylis
Production Company: Finch Company
Executive Producer: Corey Esse
Producer: Kate Merrin
Post Production: The Butchery/Refinery.
Executive Producer: Freya Maddock
Offline Editor: Dan Lee
Online Editor: Eugene Richards
Sound: Final Sound
Producer: Pip Wright
Sound Engineer: Stevo Williams
24 Comments
I’ve tried really hard, but for the life of me I can’t see the creative insight that links doing these tough-mudder type exercises with using a sports betting app.
…leaving BMF for this.
what rubbish and what you get when you give creative to a group of elite consultants who think they might be funny. Im a punter and this wasted my time and its just nothingness.
The least you can do…. looks like the headline reflects the amount of effort gone into coming up with the idea.
I just don’t get it
Is it really just saying that sitting around betting on sport is a lot easier than doing it?
Damn I must be stupid.
But hey, I don’t gamble so maybe I am not that dumb after all.
Just found out they didn’t leave BMF… BMF chose not to work on any more projects
Plenty of credits but no director mentioned….
I can see why the director asked to leave their name off this.
When are consultancies actually going to hire decent creatives?
All the work coming out of them are rubbish. Confusing A.F. advertisement, and the CCO / CD should both take responsibility for not standing up to the client / overlords and expressing that.
Nobody is going to take action on this. Confusing and even worse, not funny.
As the part of the business that actually makes the big-$ around here, how do you want to tell our real clients that this is what we’re about now….?
ffs, put your crayons down and get out!
As the part of the business that actually makes the big-$ around here, how do you want to tell our real clients that this is what we’re about now….?
ffs, put your crayons down and get out!
Sorry, tried to read the other comments, but I couldn’t hear them over the axes being ground.
Personally find the insight simple and can — without trying at all — see how it relates to the line. It also made me laugh, which is really all I want from a Sportsbet ad.
What’s perhaps most telling is the generalised, incoherent, hostility present in these comments in contrast to the overweening, ingratiating tone of the comments on the BankWest ad (a beautifully produced albeit profoundly incoherent spot (**literally** the only thing anyone wants from a bank is “bank stuff” — give me the bank stuff, keep everything else)), i.e., an ad produced via an agency.
Luckily the first step is forgiveness.
It is not as funny as BMF’s ads for the brand but it makes sense. Grow the market size while everyone else is fighting for share of wallet. In the current market with more restrictions on media and promotions this year, going after first time punters and tipping comp users to get them load some cash then work them into their CRM to turn a percentage into degenerates will deliver biz results for its Irish owners.
Seriously, its a simply funny ad that blokes will like. The hate up the top here is so ridiculous. You’re probably the reason people like Sportsbet don’t want to work with the old creative agencies.
And the line is a pearla!
Great work guys!
Sportsbet’s reputation is the reason they can’t find an agency willing to work with them… ask around for anyone willing (they have)… #avoid
A client with $ms can’t find an agency to work with.
Bahahahaha.
Got a good laugh out of me. Line is spot on for Sportsbet. Be interesting to see what else they’ll put out and with who.
The only thing funnier than the ad (which is pretty funny and if you can’t enjoy this then good luck with the rest of your advertising lives for many reasons) is the nonsense, transparent trolling of the ad the director and the Deloitte team. Looks like fear disguised as considered opinion but in simultaneously pretty funny, and genuinely sad kinda way.
Reminds me of all the Nike, Adidas and health freak Ads and taking the piss out of them.
Nice work, love it..
This is good. Job done.
None of the in-house creative team have any experience working in a creative agency. The CD did Award School 3 years ago. This says a lot about how much value the client does (not) place on advertising creativity.
I think it was produced very well, but I’m feeling like there’s a problem with the strategy: Sports Bet – celebrate being lazy.
Perhaps the thinking was originally: Sports Bet – because you don’t have to play sports to enjoy them. But it got lost in a line which suggests laziness/inactivity.
Also, the sports/activities represented up front are not the sport of sports you would bet on, so the whole thing gets a little muddy for me.
That is literally the shittest ad I’ve ever seen, #fail what a fucking waste of money and time.