Ladbrokes targets the racing punter in newly launched TV campaign via BCM, Brisbane

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In the next evolution of the “Back Yourself” brand platform, Ladbrokes has changed up its creative approach to strike a stronger chord with punters, during the upcoming Spring Carnival. The campaign is the first work from new agency partner BCM, led by ECD Christy Peacock, and was directed by Joel Harmsworth, via Sweetshop and it launches this week.

 

Says James Burnett, chief marketing officer at Ladbrokes: “We carried out an extensive research and strategy process with Ewen Pettit from Element, which uncovered some unique and powerful opportunities for the Ladbrokes brand. The creative work we’ve developed with BCM shows a much deeper understanding of the punter, how they think and the effort they put in. We really enjoyed the collaborative spirit that we had with BCM and was engendered by Christy.”

Says Phil McDonald, managing director and partner at BCM: “We are very happy to be working with the Ladbrokes team on their brand. This idea was all about showing an appreciation of the real science of punting and the elements of spring racing that get punters excited. Christy and the collective team have created something that’s perfect for the Ladbrokes brand and that will no doubt connect with the real horse racing enthusiasts.”

Client – Ladbrokes
James Burnett – Chief Marketing Officer
Nathan Low – General Manager Marketing
Louise Eadie – Creative Producer

Agency – BCM
Phil McDonald – Managing Director & Partner
Christy Peacock – Executive Creative Director
Sam Boyd – Copywriter
Brendan Greaney – Copywriter
Shaun Egan – Art Director

Element Insight & Strategy
Ewen Pettit – Research and Brand Planning

Production Company – Sweetshop
Joel Harmsworth – Director
Llew Griffiths – Executive Producer

Editing Company – Arc
Graeme Pereira – Offline Editor

Post Production Company – Cutting Edge
Samara Keune – Senior Post-Producer
Billy Wychgel – Colourist
Mike Lange – Sound
Tim Schultz – Online Editor

Ladbrokes targets the racing punter in newly launched TV campaign via BCM, Brisbane Ladbrokes targets the racing punter in newly launched TV campaign via BCM, Brisbane Ladbrokes targets the racing punter in newly launched TV campaign via BCM, Brisbane