Yes, there are a lot of sports betting platforms claiming fun, social entertainment and winning features. betr is claiming to be The One, using a completely emotional appeal – the desire to the coolest guy in the crowd. The campaign, Ahead of the Game, by TBWA\Sydney features a goat G.O.A.T., representing male ambitions. The bold tone does make the campaign stand out.

Tony Thomas, CMO of betr, stated, “The market has been crying out for something more distinctive, and interesting in the sports betting space. At betr, we’re not interested in being part of the herd. This campaign, featuring The GOAT, talks to our ambition to stay ahead of the game & two steps ahead of the competition.”

Matt Keon, CCO of TBWA\Sydney, added, “We are very excited about this new campaign for betr. The central tenant is based around ‘The goat’ – the greatest of all time, who is literally, always one step ahead. “In terms of disruption, we have genuinely disrupted the betting category. A category stuck in over stereotyped cliché portrayals of Aussies and created something distinctive that can work across all channels in potent ways.”

The campaign consists of a series of films produced by Good Oil, with practical animatronics created by Oscar winning studio, Weta. The work runs nationally across all channels, working closely with PHD Media.

Credits:

Client: betr

Creative Agency: TBWA\Sydney
Creative Team: Angus Loxton, Jessica Roberts, Mauricio Cardoso, Paulo Moraes
Group Account Director: Steph Grant
Senior Business Manager: Jo Yabsley
Senior Producer: Kyla Bridge
Senior Strategist: Callum James

Production Company: Good Oil
Director: Tom Kuntz
Editing: ARC Edit
Online: Fin Design & Effects
Music Composer: Ryan Grieve
Animatronic Design & Production: Wētā Workshop
Sound: Sonar Music

Photography: Photoplay
Photographer: Mark Clinton

Media Agency: PHD
Media Lead: Lucas Higgins