Betting advertising is running hot right now and creativity is being challenged. Standing out in the crowd has become imperative.

TBWA\Paris has solved the problem for Winamax with a campaign that reinvents the codes of the sector by proposing a new reading of the punter and his motivations. OK, it borrows from lottery advertising but that’s not a bad thing. Lotteries have been promising huge wins for decades. TBWA and Winamax have picked up a little bonus on the way. Their campaign, which has launched to cover the Champions League final and the duration of Euro 2020, as about a young man who thrills his mum with a first-class trip after his wins an online sports bet.

Director, Sam Pilling, and Wanda have added cinematic drama, epic action and perfectly poised surprise into the agency’s idea to produce a 2-minute film that can’t be overlooked and is unlikely to be forgotten. Elvis’ If I can Dream underline the film’s emotional content and the closing line, Anything for your mama, adds the all-essential “heart”.

Sam Pilling stated, “Ideas this fun and creative are rare, so for me it was important that the picture and acting performances were absolutely perfect. This meant working closely with our cast and capturing as much as possible in live view rather than relying on CGI. I can honestly say that this was the most fun I’ve had making a film in the studio.”

Also released in 60- and 30-second formats, the 2-minute version was revealed on Saturday, May 29, before the Champions League final – and on the eve of Mother’s Day.

Credits:

Client: Winamax
Client Management: Alexandre Roos, Christophe Schaming, Mathieu Porri, Aurélien Guiglini & Julien Huber

Agency: TBWA\Paris 
Executive Creative Directors: Benjamin Marchal & Faustin Claverie 
Copywriter: Vincent Cusenier 
Creative Director: Lucie Vallotton 
CEO \Else & Head of TV Prod: Maxime Boiron 
Creative Producer: Benoit Duchemin
Account Management: Jonathan Serog & Matthieu Charles 
Strategic Planning: Basile Viault

Production Company: Wanda
Director: Sam Pilling  
Producer: Patrick Barbier 
Executive Producer: Olivier Dubocage 
Line Producer: Romain Cavagnac 
Dop: Kasper Tuxen 

Editor: Ellie Johnson @ Tenthree 
Shoot Supervisor & 2d Lead Artist: Carl Norton @ The Mill London 
3d Lead Artist: Kate Gabriel @ The Mill London 
Post-Producteur: Clément Pignal

Head Of Music & Sound: Olivier Lefebvre 
Music & Sound Producers: Fabrice Pouvreau & Fanny Mithois 
Sound Engineer: Alexandre Robieux 
Music Business Affairs: Constance Duhourceau & Marion Le Guluche 
Original Music: If I Can Dream By Elvis Presley 
Author & Compositor: Walter Earl Brown