Sportsbet has unveiled the next chapter of its ‘#1 App For Having A Crack’ brand platform, launching a new integrated campaign to mark the start of the AFL and NRL seasons.
Following the response to last year’s work, Sportsbet is once again celebrating the uniquely Australian spirit of getting out there and having a go. With optimism and overconfidence running high as every club starts the year undefeated, the work taps into the belief that defines the opening rounds of footy season.
“Every day we see punters who get out there and have a crack at something, and we think that deserves to be celebrated, whether it comes off or not,” said Sportsbet creative director Callan McKean.
“The platform struck a chord last year because it felt genuinely Australian. Rather than reinventing it, we wanted to build on that momentum and explore even more ways that punters brings that spirit to life.
“Julian Lucas and Palomina were instrumental in bringing the next chapter of the platform to life with the scale and humour it deserves.”
The campaign aims to promote the Sportsbet app as the way to bet during footy season, linking the brand platform to product experience.
“This is exactly the kind of work I love making – deadpan, character rich, and focused on finding the comedy in relatable moments rather than forcing a punchline,” Palomina director Julian Lucas said.
“The whole team was on the same page, allowing us to lean all the way into that style. The actors were phenomenal at finding those small, hilarious beats, and that collaboration really shines through in the finished spots.”
The campaign has launched across TV, BVOD, digital and social.
Credits:
Client/Creative: Sportsbet
Chief Marketing Officer: Mark Migliorini
GM Brand, Advertising & Content: Yuta Kobayashi
Head of Brand, Advertising & PR: Allison Tall
Campaign Manager: Henry Winter
Campaign Coordinator: Isabella Dervan
Head of Production: Jason Thatcher
Executive Creative Director: Rambo Goraya
Creative Director: Callan McKean
Senior Creatives: Shaun Conroy, Nick Weller & John Pantzopoulos
Creative: Jamie McGloin
Production Company: Palomina
Director: Julian Lucas
Producer: Rachel Gilkison
Executive Producer: Kate Merrin
Director of Photography: Kieran Fowler
Production Designer: Francesca Carey
Costume Designer: Michelle Philo
Hair & Make Up Designer: Lin Parups
Casting: Northside Casting
Offline Editor: Michael Houlahan @ The Institute of Post
Online Editor / VFX: Eugene Richards @ Parallel Post
Colourist: Edel Rafferty
Sound Design: Bang Bang Studios
