Challenge: In a vertical full of cluttered, low brow marketing packed with luck metaphors and lad behaviour, how do you introduce a premium brand with some real meaning behind it?
Idea: Real gamblers know the odds are stacked against them. But, despite all the stats, systems and algorithms, there are those moments ‘when cometh the hour, cometh the man’. These are the glorious occasions when self-belief, instinct and passion enable a player to defy a world of expectations. We’ve all seen it; the underdog’s knockout punch; the keeper’s impossible save; or that match-saving serve. These unexpected moments of triumph, when everything we thought we knew is gloriously ripped up, is for all that is most human. Call it instinct, intuition, self-belief. The words don’t matter. But it all comes from passion. When possibility beats probability. Unpredictability outdoes sure bets. And heart defies head. These are the moments when we revel in being human.