Online bookmaker Sportsbet has launched a major new brand campaign for the start of the 2019 AFL & NRL seasons. 

Promoting its Sportsbet app, the campaign endorses Australians’ right to enjoy the art of doing less, reminding punters that when it comes to getting a bet on, Sportsbet is literally the least you can do.

“We’ve always believed in making things easier for our customers. It’s great to have a brand platform that allows us to demonstrate that whilst having a bit of fun,” said Sportsbet general manager of marketing Tim Hernadi.

“The campaign is the brainchild of the combined Sportsbet and Deloitte Digital creative teams who worked hand-in-glove from campaign conceptualisation through to the finished ideas.”

Brought to life in collaboration with Finch, the campaign launches with two 30s and one 60s brand film.

“Someone needed to stand up for our right to sit down. We’re just glad Sportsbet are brave enough to do it. In a world full of brands telling you to do stuff, it’s good to hear a voice that says Just Do It, Less,” Charles Baylis, creative director, Deloitte Digital said. 

The campaign will be visible through-the-line in executions spanning brand and retail TV, print, online and outdoor.