INTEGRATED
CAMPAIGN
Unibet
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/ WHAT I LED
Creative Strategy
Concept
Campaign Rollout
/ WHAT I EXECUTED
Creative Direction
Challenge and Goal:
Address growing global concerns around player safety by delivering a locally relevant campaign that reinforced Unibet’s commitment to responsible play, while aligning with evolving regulatory expectations across markets.
Approach:
In Finland, we developed a locally resonant campaign featuring two national sporting icons – Mika Häkkinen, Formula 1 World Champion, and Jari Litmanen, football legend. By drawing parallels between their discipline, professionalism and high-performance mindset, we positioned positive player behaviour in the same light, reinforcing the importance of control, responsibility and long-term thinking.
Impact:
Contributed to a 1% reduction in harmful gambling revenue and improved healthy gambling behaviour by over 10% in two years.
/ MIKKA HAKKINEN
For Mika, it’s all about not letting your emotions get the better of you in exciting situations.
ABOVE: Player Safety Message – 30"
BELOW: Responsible Gambling Tools – 15"
“YOU CAN ONLY GET OVER YOUR FEARS
IF YOU FACE THEM HEAD ON.”
– Mika Hakkinen
/ JARI LITMANEN
For Jari, it’s all about always being a step ahead and anticipating problems before they become problems.
ABOVE: Player Safety Message – 30"
BELOW: Responsible Gambling tools – 15"