No prizes for guessing the target market for this World Cup campaign for Polymarket, the predictions platform in which users trade shares [read: bet] on the future outcomes of real events.

Questions Are Everything has a fashion brand feel; very cool people – some like rapper, Future, and Mexican music artist, Peso Pluma, and Rick Rubin, the American music producer who founded Def Jam Recordings, plucked from popular culture throughout the world, others look as though they have been – plus a Kanye West soundtrack. The hero film and cutdowns ask questions covering sports, politics, technology and entertainment, including World Cup ones to be topical. Each question is directly relevant to one of the markets in which Polymarket operates. The idea of the questions, each of which came from researching current culture in Polymarket markets, is to trigger interest in real predictions.

The campaign was created by Polymarket creative director, Daf Orlovsky, working with New York creative agencies, Better Half and Four Four Entertainment, and the films are supported by OOH in each Polymarket market.