Young men urged to 'show some betiquette' when gambling on sports in new work via Y&R Sydney

Screen Shot 2017-09-11 at 8.44.10 am.jpgYoung men are being encouraged to "show some betiquette" when gambling on sports as part of a NSW Government advertising campaign via Y&R Sydney.

Minister for Racing Paul Toole said the innovative campaign promotes responsible betting among men aged 18 to 35, who are at higher risk of problem gambling than other adults.

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VIEW THE BONUS BET ALERT AD
VIEW THE CRUIZN CROATIA AD
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VIEW THE RANDOM BETTING SLIPS AD
VIEW THE LOSSES AD
PLAY THE BONUS BET SPOT
PLAY THE CHASING YOUR LOSSES SPOT
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Campaign creative 1 (1).jpgSays Toole: "This campaign tackles a serious problem in a lighthearted way that is sure to cut through and resonate with the target audience, young men.

"The clever play on words brings a novel and humourous approach to get young men to think carefully when betting on sports so they stay in control."

The campaign will feature ads on radio, websites, mobile phones, social media and in licensed venues throughout the NRL and AFL finals and spring racing carnival.Campagin creative 2 (1).jpg 

Toole, who today launched the campaign with Parramatta Eels legend Nathan Hindmarsh, said online betting is the fastest-growing type of gambling in NSW.    

Factors such as digital money, access to credit, 24/7 online availability and high-profile promotions are boosting exposure to sports betting.

Says Toole: "Ninety per cent of online sports bettors are male, with an average age of 31. This is why there needs to be a targeted educationCampagin creative 3 (1).jpg campaign."

The campaign includes several ads with different messages such as knowing when to stop betting, planning your bets, overcoming peer pressure, and not betting under the influence of alcohol or for necessities.

Betiquette is being funded by the Responsible Gambling Fund, which will provide almost $18 million in 2017/18 for initiatives to prevent and minimise harms linked to problem gambling.

Creative Agency - Y&R Sydney
Managing Director - Sasha Firth
Executive Creative Directors - Dave Jourbert and Bart Pawlak
Creatives - Nick Cole and Pat Allenby
Head of Production - Jacqui Walker
Sound Engineer: Ben CrabbeCampaign creative 4 (1).jpg
Studio Manager - Richard Spencer
Group Account Director - Aaron Swan
Senior Account Manager - Stefania Barry
Strategist - Mitchell Crowe - Hardy

Production Company: Sixty40
Directors: Simon Robson & Fred Venet
Matte Painting Artist: Max Clifford
Senior Producer: Charu Menon
Executive Producer: Will Alexander

Digital Agency - VML
ECD/MD - Aden Hepburn
Creative Director - Matt Geersen
Creatives - Rapha Valenti and Fred Corazza
Business Lead - Mark Tovbis
Senior Account Manager - Kirsten Jones
Strategist - Henry Innes
Senior Producer - Ed Krause

30 Comments

Punter said:

That's actually a pretty good way to speak to sports betting knuckleheads.
Good on yas

Giddyup said:

That horse is outrageous

Definitely didn't work on this said:

Looks ace everyone, congrats!

Sick one said:

Awesome stuff. A campaign that's actually fun for gamblers and still on message

mmm said:

if it was any good Paul Nagy would have put his name on it

Mmm said:

You are a deadset flog

Gi Gi s said:

that's really quite nice

Someone who knows said:

@MMM
Paul nagy was nowhere near the agency when this work was made. maybe he just has some integrity?

the 90's called said:

they want their huge stinky punn back.

Account Circus said:

Blah blah blah these hark back to the time of blah blah blah toxic masculinity blah blah blah... fuck it. These are ace everyone involved and let's face it - will cut through the wallpaper like a trifecta winner through the crowd en route to the bookie.

Shut it. said:

This is rubbish.

Poppy said:

Great work, particularly for gov. Well done

Poxy said:

These are perfectly ok. There's nothing particularly original about them. We've seen the throwback art direction style for anti-alcohol campaigns by Clems for the last 3 years. Probably won't be going in anyone's books, but won't offend anyone either.

It's really refreshing... said:

...to see clients and agencies investing in craft. Lovely work

@poxy said:

Please post a link to your book. Love to see what you think qualifies.

... said:

Yeh na. Seen the style for similar campaigns. Nothing PR worthy here

Not from yr said:

Couple of overly defensive staffers on the blog ey? The work is ok, not great... but that's just my opinion

@...said said:

Erm..."style for similar campaigns'? Please elighten us from your swathe of background knowledge of similar campaigns. Links to examples kindly requested and greatly appreciated.

really? said:

This will have zero impact on Dapto Dog punters.
Too arty-farty to ever work anywhere but an awards show.

Dr Ad said:

Agree.

These are just "okay".

Those who worked out it need to stop defending it and work on doing something better.

cc said:

I really like it. Could have gone typical doom and gloom bs, but they create something that actually is interesting. The copywriting is strong and resonates with punters - well done.

Nice said:

They're nice, especially considering the client.

Well-crafted with a clear message that will get through to the target audience.

Kudos.

White washed said:

Again, these are illustrations, why no diversity? Don't non-caucasians gamble? It's absolutely staggering that this keeps coming up.

@White washed said:

Yeah, of course non-Caucasians gamble. But here gambling is a bad thing, and we know that non-whites can't be seen in less-than-positive situations, right?

Maybe you'd like to see a Chinese gambler, and risk reinforcing the "problem gambling habit that results in kids being locked in the car at the casino" stereotype?

Maybe a black gambler, and risk being accused of being a racist for not showing a PoC in a more positive light?

The professionally-outraged have succeeded in having everyone over a barrel, in a damned-if-you-do, damned-if-you-don't way. Congratulations.

justsaying said:

Considering betting is, what, 85% mobile?
Where is the strategy in doing OOH/poster?
(Please don't say "But hey man, we built a hub." Because your hub is a wast of time).

I loved 1998 as year too guys. But I'm not stuck on doing ads from that period in our history.

@@White washed said:

Mate you're seriously kidding yourself if you think that's a sound excuse for Australia's lack of diversity in its advertising. Just have a skim of most of the work on this blog and it'll be plainly obvious there's a problem.

It's the ignorant fools like you with these nonsensical arguments that are doing the harm here. Suggesting the issue is perpetuated by the professionally outraged, Anglo Australian's as you seem to be insinuating, shows your complete ignorance.

The outraged are the millions and millions of non-anglo Australians who are continually underrepresented by advertisers who perpetuate a vision of Australia that is both archaic and an inaccurate reflection of our population, do your research Census homework.

Grow up and yourself out, and you won't be bent over the barrel.

@justsaying said:

There is a heavy social component to this, timed to putting videos before / after games and static creative during. Been thought about.

FLASH said:

Puntastic! Got a giggle out of these!
Love the throwback to resch's

viv :) said:

These are great! Nice work guys!

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