Sportsbet unleashes BSi for Spring Racing Carnival in new campaign via Deloitte Digital


Sportsbet has again taken the opportunity to remind all racing fans to BS Responsibly with its latest campaign for the Spring Racing Carnival. The fully integrated campaign, which features SWAT teams, helicopters, highway patrols and even a forensics unit, was brought to life by Sportsbet’s internal creative team in collaboration with partners Deloitte Digital and FINCH.


After the BS Brigade successfully maintained healthy levels of BS from racetrack to pub last season, the crew are back bigger and better as the evolved BSi.

Says Raman Goraya, creative director, Sportsbet: “Last racing season we found a lot of punters resonated with the insight of BS Responsibly. This year we had to take it to the next level with the BSi and give the crew a few more toys.”

Says Charles Baylis, executive creative director, Deloitte Digital: “Whether you’re trying too hard with your race day outfit, dispersing poorly researched tips or serving up a ‘deconstructed parma,’ be warned, the BSi are on the case.”

The headline feature of the campaign is Sportsbet’s new Same Race Multi product which the leading online bookmaker says is a gamechanger for racing customers.

Says Tim Hernadi, general manager of marketing, Sportsbet: “Our customers love our Same Game product for AFL, NRL and US Sports, so it’s a delight to bring them the category’s first racing equivalent to add another level of excitement to their carnival.”

Says Sergeant Connors, BSi: “I’m not sure what Rambo and Chuck told you. They skirt the line with their advertising BS. But it’s great to see Sportsbet again adding some new resource and products to the BS Responsibly mission.”

Client/Production: Sportsbet Australia
CMO: Mark Migliorini
GM Marketing: Tim Hernadi
Head of Content Production/Director: Barney Howells
Head of Brand & Advertising: Kathy Schokman
Head of Partnerships & Content: Ben Hawes
Creative Director: Raman Goraya
Copywriter: Chris Chard
Brand Manager: Jason Thatcher
Campaign Manager: Rachel Gilkison
Campaign Manager: Isaac McCallum

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
Executive Creative Director: Charles Baylis
Manager: Daniel Loukidis

Production Company: Finch Company
Executive Producer: Corey Esse
Producer: Kate Merrin

Director of Photography: Lachlan Milne, ACS
Offline Editor: Tim Parrington

Post Production: Fin Design & Effects
Post Producer: Jess van Roosendaal
Online Editor: Michael Smith

Sound: Final Sound
Producer: Pip Wright
Sound Engineer: Stevo Williams