From checkside banana kicks to pronouncing “Worcestershire” Sportsbet celebrates Aussies who ‘have a crack’ in latest campaign

March 7 2025, 4:30 am | BY Ricki Green | No Comments

Sportsbet has launched a new campaign that celebrates Aussies who ‘have a crack’ – not just on the Sportsbet app, but in many aspects of their daily lives.

 

The campaign, which went live during the NRL season opening matches in Las Vegas, was written by Sportsbet’s internal creative team and brought to life by Director Julian Lucas and production agency Palomina.

“Aussies love getting out there and having a crack. Whether it’s ordering something that isn’t butter chicken, a ridiculous shot at goal from the boundary at a local footy game or starting their own mullet hairdresser business – the willingness to try something new is part of the Aussie spirit and is celebrated whether they succeed or fail,” says Sportsbet Creative Director Callan McKean.


Says Lucas: “This campaign really resonates with my style of humour and the way I love to direct performances – sharp, natural, and full of character. I’m so happy with how it’s all come together and to do it with such an incredible cast and crew who brought real energy and humour to every scene.”

The campaign, which features across TV, radio and social, shows a range of Aussies attempting some of life’s easy – and not so easy tasks – with Sportsbet celebrating them by being ‘proud supporters of those who have a crack.’

Adds McKean: “This is my first attempt at writing a campaign press release like this, so, as you can see, we really do embrace the spirit of having a crack at Sportsbet.”




Client/Creative: Sportsbet
Chief Marketing Officer: Mark Migliorini
GM Brand, Advertising & Content: Kathy Schokman
Head of Brand, Advertising & PR: Yuta Kobayashi
Brand Manager: Allison Tall
Campaign Manager: Tayla Petty
Head of Production: Dan Akins
Executive Creative Director: Rambo Goraya
Creative Director: Callan McKean
Senior Creatives: Shaun Conroy & Nick Weller
Creative: Jamie McGloin

Production Company: Palomina
Director: Julian Lucas
Producer: Rachel Gilkison
Executive Producer: Kate Merrin
Director of Photography: Simon J Walsh
Production Designer: Ella Carey
Costume Designer: Fior Lemke
Hair & Make Up Designer: Lin Parups
SFX Make Up: Liz Sharp
Casting: Northside Casting
Offline Editor: Michael Houlahan @ The Institute of Post
Online Editor / VFX: Eugene Richards @ Parallel Post
Colourist: Martin Greer
Sound Design: Bang Bang Studios

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