Droga5 London is not the first agency to recreate the feeling of winning in an ad for a betting or lottery client. It has just done so in a way that makes you feel as though it is. Droga5 has given kwiff a campaign whose feeling of winning you’ll remember.
Kwiff is new kind of mobile-only sports betting app in the UK that adds another thrill to sports betting by “kwiffing” or boosting odds.
In its three commercials, Droga5 has likened that thrill to catching a glass as it falls from the cupboard, popping bubble wrap and becoming the father of a perfect son – simple stories that everyone can relate to, told with offbeat hyperbole that glues you to your screen.
Each ad concludes with the tagline, It’s perfectly normal. Until it’s kwiffed.
David Kolbusz, executive creative director at Droga5, commented, “Do you like money? I do. But I have no idea how to get more. A really good way to get more money than you have is to place a bet with kwiff. kwiff is a sports betting app that occasionally gives you better odds than you initially buy into. If you download it now your life will be exponentially better. Also – we made some ads about how it feels to get these better odds. These are them.”
The full campaign includes the UI-design of the app, a season-long exclusive deal with BT Sport that runs the spots before every televised Premier League, Champions League, FA Cup and La Liga game this season, online and mobile digital display.
Karl Engström, chief executive officer and founder of kwiff, noted, “For us, as a young company with big ambitions to disrupt a very competitive industry, we knew from the start that we needed to create not only an amazing product experience but also tell our story in a way that cuts through and makes people think. It’s perfectly normal, until its kwiffed! truly tells our story about how we offer a product that delivers. But we add a magical twist, when you least expect it we might reward you with an almost abnormal experience of thrill.”
Credits:
Agency: Droga 5 London
Creative directors: David Kolbusz, Rick Dodds & Steve Howell
Creatives: Ed Redgrave, Dave Wigglesworth, Matt Butler & Ethan Bennett
Agency producer: Goldie Robbens
Account director: Jonny Price
Production company: Biscuit Filmworks
Director: Jeff Low
DoP: Ben Todd
Producer: Toby Courlander
Executive producer: Rupert Reynolds-MacLean
Editor: Saam Hodivala @ Work Editorial
Post production: The Mill
Sound design: Grand Central Sound Studios
Typographer: Chris Chapman, Head of Design Droga5 London
