Ladbrokes says ‘back yourself’ in newly launched brand campaign via Rumble Creative & Media
Online bookmaker Ladbrokes has kicked off 2018 by unveiling a new national campaign, created in partnership with Rumble Creative & Media, the Brisbane independent agency appointed to the business late last year.
The new work captures the raw beauty and brawn of both athlete and animal across Australia’s sporting gamut, while speaking directly to the informed punter – the people who truly know their sport, see what others can’t, and back their decisions even in the face of seemingly unbeatable opposition.
Says Jason Kibsgaard, CMO, Ladbrokes: “We’re immensely proud of the work we’ve achieved with Rumble; it reinforces our position as a bookmaker that appreciates and understands the mindset of the Australian punter. Those crucial moments in our favourite sports that call for us as punters to hold our nerve and back ourselves are what makes this business so exciting.”
Says James Burchill, creative partner, Rumble: “Ladbrokes has a very clear and confident sense of identity. The campaign steps away from category convention and the stereotype of boofy blokes in a pub. The agency and client team worked really closely to capture and express every sporting nuance through elegantly written and beautifully executed scripts, across the sports and codes Australians love.”
The campaign features multiple brand and retail executions across TV, radio, print, digital and social.
Client: Ladbrokes
Chief Marketing Officer: Jason Kibsgaard
Head of Campaigns: Scott Stephenson
Senior TV Producer: Liam Brown
Agency: RUMBLE Creative & Media
Creative Partners: Nancy Hartley, James Burchill
Creatives: Bec McCall, Rhys Venning
Managing Partner: Remy Brassac
Managing Director: Anne-Maree Jenyns
Account Manager: Harold McKeon
Agency Producer: Katrine Bowman
Production Company: Taxi Film
Director: Nick Robertson
DOP: Matt Stewart, Brendan Issac
Executive Producer: Andrew Wareham
Post Production: Cutting Edge, The Post Lounge
Editors: Sue Schweikert, Kerry Farrell
Producers: Simone Mackie, Samara Keune, Imogen Dick, Jacinta Xing
Sound Design: Mike Lange, Michael Thomas, Heath Plumb
Visual Effects: Steve Leacey
Colourist: Fergus Rotherham, Justin McDonald
Photography: Jesse Smith
Producer: Jo Winston
Casting: Ben Parkinson Casting
14 Comments
Why would Ladbrokes leave Saatchi for that? Oh hang on the CMO was ex SapientNitro. Silly me
This is disappointing, there’s no insight as to why I should pick Ladbrokes over Bet 365, TAB etc. In fact, there’s no insight…it just pays the bills and keeps people employed…fair enough.
Nah.
Nah.
I like the line. Execution? Meh.
What’s the idea?
Refreshing to see something different come out of a typically low-brow category
Huh?
Rumble should have backed themselves with an actual idea
This proves that ‘Best Job in the World’ was actually the ‘Best Fluke in the World’
Very weak indeed. The Saatchis work was great and established a clear position for the Ladbrokes brand that has been immensely successful for the business. This is like swapping a Mercedes for a Ford Escort.
You’re a Ford Escort.
This is how we Rumble.
CMO of Ladbrokes was your old AD at Sapient,
And Mktg Exec at QLD Tourism & Events was your MD.
@leanin a good observation you make. It’s true many of our clients are former colleagues or clients who now choose to work with us again. We think that’s great.