Neds launches ‘Neds Level’ brand platform in second collaboration with BCM and Element

Wagering brand, Neds has unveiled its first campaign under new platform ‘Neds Level’ to reflect the brand’s pioneering approach to innovation.

The creative thinking was led by BCM ECD, Christy Peacock and was directed by David Ma, via Finch. The platform was built upon the insights and brand strategy developed by Ewen Pettit from Element Insight & Strategy.

Says James Burnett, chief marketing officer, Ladbrokes: “Neds punters love their sport and are always looking to elevate the punting experience. The ‘Neds Level’ platform and our ‘Punters’ Toolbox’ signify our on-going commitment to delivering that experience.”

Says Ewen Pettit, founder, Element Insight & Strategy: “Building on the genuine innovation culture of Neds, we wanted to show punters exactly what betting at the ‘Neds Level’ feels like – it’s exciting, it’s dynamic and it’s the best way to bet.”

This is the second close collaboration between Neds, strategic partners Element Insight & Strategy and creative agency BCM. Stable-mate brand, Ladbrokes launched its new ‘Back Yourself’ campaign last week.

Says Burnett: “It’s been a pleasure collaborating so closely with BCM and Element on both the Ladbrokes and Neds work.”

Says Peacock: “Our team at BCM loved taking on this challenge with the fantastic group at Neds, led by James and the finishing touches delivered by Dave and the crew at Finch made this collaboration what it is. Fast, furious and a lot of fun. It’s amazing what you can achieve when you get the right team around you.”

The campaign will roll out over the Spring racing carnival and continue into the summer.

Neds
James Burnett – Chief Marketing Officer
Keira Samuel – Head of Design
Amanda Sharp – Marketing Producer
Kata Diquiez – Marketing Producer
Mike Kennedy – Creative Consultant

Element Insight & Strategy
Ewen Pettit – Research and Brand Planning

Creative Agency – BCM
Phil McDonald – Managing Director & Partner
Christy Peacock – Executive Creative Director
Andy Ward – Copywriter

Production Company – Finch
Dave Ma – Director
James L Brown – Director of photography.
Jackie Adler – Producer
Corey Esse – Executive Producer

Editor
Aika Miyake – Arc Edit

Post Production – Atticus
Colourist Ben Eagleton
VFX Producer Amelia Bromley
VFX Supervisor Richard Lambert
VFX artists Drew Downes & Quade Biddle

Sonar music
Tim Bridge – Sound design
Jono Ma – Composer
Haylee Poppi – Producer
Sophie Haydon – Executive producer

3P Studio
Haley Stibbard – Managing Director
Caroline Renshaw – Senior Post Producer
Matt Dye – VFX Supervisor
Bradley Coomber – 3D