888sport launches new campaign

Sep. 19, 2016

Kicking off with a global relaunch of the 888sport brand, the ‘Take ‘em on!’ campaign encourages audiences to feel they’re not betting against the bookmakers, but against superstar athletes themselves.

Dan Jacobs, Executive Creative Director at Recipe said, “Most of our audience stopped playing sport when they finished school and only 28% even ‘occasionally’ play football. They’re looking for new ways to indulge their suppressed competitive nature and TAKE ‘EM ON! is a campaign born out of that… to reposition sports betting as a competitive sport in itself. 888’s Advertising Director Guy Tal bought into that insight and encouraged us to push the creative boundaries.”

The 60 second ‘Take ‘Em On!’ ad creates a surreal, post-apocalyptic black and orange world of 888sport. Shot in an abandoned soviet pre-war bus shelter, the ad features a Bettor coming face to face with an army of athletes. Using his skill, knowledge and competitive spirit, he decides to take them all on. 

It’s a departure from the rational odds focused work previously employed by the brand and much of the industry, opting instead for a unique, emotional, empowering and original approach.

Sivan Finn, Marketing Director at 888 Holdings said, “We are very proud of our mutual work with Recipe on our sport re-launch campaign. I believe that we found an insightful and unique consumer truth, that positions us differently in a cluttered market, and the creative execution brilliantly translated into a beautifully epic campaign”.

The epic spot is sound-tracked by an original composition by Tomer Biran, building in tension to a crescendo which asks the audience to TAKE ‘EM ON!

The campaign launched last night on Sky Sports during Sunderland v Everton, and will run throughout the football season. It is supported by activity in print, digital and social and will extend to other European markets.