William Hill continues Double Down campaign with new online spots via Fenton Stephens
After launching its world-first ‘Double Down’ product by sending punters on the ‘Ride Of Your Life’, William Hill continues to support the campaign with a new series of online spots via Fenton Stephens.
The content highlights the interactive nature of William Hill’s in-play product by taking aim at the old world of betting. With Double Down, punters have the power to double their bet during the run. But at the tote, or anywhere else for that matter, once a bet is placed, it’s frozen. Trapped. Locked in. This insight was used to create a tongue-in-cheek series that will capture the attention of punters across multiple digital platforms.
Says Alex Fenton, creative director, William Hill: “We had a lot of fun putting these together using some great talent and props. After not being able to find ‘fake ice’ that looked real enough, we thought ‘stuff it, let’s just freeze an iPhone in a real block of ice’.”
Says Warren Hebard, chief marketing officer, William Hill: “With the release of Double Down we have been able to deliver an innovative new racing product that has huge appeal to both the recreational once a year Melbourne Cup Day punter through to the racing purist that bets most weekends”.
William Hill iw looking forward to a big Spring Carnival buoyed by the release of Double Down, a product unlike anything on offer in the world.
Client – William Hill
William Hill Chief Marketing Officer- Warren Hebard
William Hill Marketing Manager – Brand & Sponsorship – Emma Mulligan
William Hill Campaign Manager – Charlie Cox
Creative Agency – Fenton Stephens
Creative Director – Alex Fenton
Creative Team – Jess Wheeler & Guillermo Carvajal
Director of Planning – Simon Antonis
Head of Account Management – Amy Stephens
Group Account Director – Josh Collins
Account Manager – Dezi Orfanides
Agency Producer – Lisa Ramsay
Production Company – The Pound
Directors – Dogboy
Producer – Selin Yaman
DOP- Hugh Miller
Post Production – Method Studios Melbourne
Editor – Billy Browne
Post Producer – Sophie Taylor
Flame – Chris Betteridge & Jamie Scott
Sound – Production Alley
Engineer – Rodney Lowe
Composer – Nic Buchanan
7 Comments
I am so sick of gambling advertising, but I’m less sick of William Hill’s stuff than most of the other stuff. If that means anything…
Agreed.
I feel sorry for the creatives who have to work on this shit, and disgust for the agencies that go chasing these clients.
First Gruen and now this? Nice work Jess and Guillermo.
The only problem is that I’m so caught up watching the left side of the screen that I have no idea what the the other dude says. Something about winning double I think.
Gambling advertising is my pet hate. It’s pernicious and ubiquitous but the horse has well and truly bolted. At least the advertising from William Hill yet again comes from a truth about the product and gives a solid reason to bet (if you must) with William Hill and not at the tote. Advertising is so much easier if you tell truth well, rather than using puffery, hyperbole and adjectives.
Reluctant kudos for a job well done.
After not being able to find ‘fake ice’ that looked real enough, we thought ‘stuff it, let’s just freeze an iPhone in a real block of ice’.
You guys are crazy.
So fucking awful