360 BRAND
CAMPAIGN
Unibet
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CAMPAIGN
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/ ROLE
Creative Strategy
Creative Direction
Concept
The Opportunity
In 2022, Unibet faced a monumental year. The World Cup was on the horizon, they were celebrating their 25th anniversary, and were determined to achieve a bold goal – zero revenue from harmful gambling.
In a challenging industry, Unibet set itself apart with the message: “We’re proud of what we do because of the way we do it.”
To unite these colossal campaigns, we launched a unifying initiative under the banner of "Bet Proud."
/ CAMPAIGN OVERVIEW
Case Study Film
/ WORLD CUP
PROUD TO TAKE A STANCE ON PLAYER SAFETY DURING THE WORLD CUP
Unibet actively encouraged players to set their limits and Bet Proud during the World Cup. They also have advanced technology that detects early warning signs of harmful behaviour.
ABOVE: Local Market Brand Campaign example. The concept: In Belgium there is a language divide, Dutch and French, but when it comes to football, everyone speaks the same language.
BELOW: This Global Product-focused Campaign needed to be modular so that imagery, titles and products could all be localised. These are a few examples from local market executions.
/ 25 YEARS
PROUD OF OUR HERITAGE
For 25 years Unibet has led the way through product innovation and a quality playing experience
BELOW 01: This concept follows a timeline of the past 25 Years, demonstrating how Unibet has always been on the forefront of technology to bring players a better betting experience.
BELOW 02: Social examples.
/ ZERO% MISSION
PROUD TO LEAD CHANGE IN THE INDUSTRY
Unibet are on a mission to derive zero revenue from harmful gambling. They are the first to publish figures relating to revenue from harmful gambling and are actively encoring this as an industry norm.
BELOW 01: To make a public statement to aim for zero revenue from harmful gambling is a bold in an industry tarnished with a less than stellar reputation. This campaign was fronted by Magnus Carslon, World Chess Champion, and Unibet Responsible Gambling Ambassador.
BELOW 02: Product-focussed video examples.