It happens every year. Spring Carnival comes around and all of a sudden everyone’s an ‘expert’.
Well this year Sportsbet is urging racegoers not to get carried away with their BS when talking racing tips, form or even fashion.
The online bookmaker has installed the BS Brigade, a crack team of BS experts, into their latest campaign to monitor and promote responsible levels of BS on and off track by using the Sportsbet app.
Written and produced by Sportsbet’s internal creative team, the integrated campaign features a range of TVCs, online videos, radio and print advertising, and social content.
Armed with state-of-the-art random BS testing technology, the Brigade analyses everything from horse tips (both good and bad) to clamping down on celebrities overdoing their BS in marquees.
Says Tim Hernadi, general manager of marketing, Sportsbet: “Let’s be honest, BS levels go through the roof at Spring Carnival. We’re happy to call that out and encourage punters to BS Responsibly by using the Sportsbet app.”
Executive Producer/Director: Barney Howells – Sportsbet
Creative Director: Raman Goraya – Sportsbet
Copywriters: Chris Chard, Hammy Goodman, Rich Hummerston – Sportsbet
Producer: Kate Merrin
Post Production: The Butchery/The Refinery
Executive Producer: Freya Maddock
Offline Editor: Dan Lee
Online Editor: Chris Betteridge
Sound Production: Stevo Williams – Final Sound
Sound Producer: Pip Wright – Final Sound
DoP: Matt Toll
General Manager of Marketing: Tim Hernadi
Head of Brand and Advertising: Kathy Schokman
Acting Brand Manager: Jason Thatcher
Campaign Manager: Felicity Smith