Ahead of the World Cup in summer 2018, bwin launched it’s latest groundbreaking campaign ‘Who Stole the Cup?’ with a Hollywood-style heist, a fitting follow-up to last year’s exhilarating ‘Race’. 

The work was a continuation of bwin’s innovative betting advertising which invited the consumer to LIVE THE ACTION and bet on the actual outcome of the ad. 

Beautifully directed by Pedro Martin-Calero, the film stars football legends Diego Maradona, Cafu, Vicente del Bosque and Stefan Effenberg as criminals, each representing their country, plotting to steal the Cup. Shot in a sumptuous, cinematic style, the film is a nod to the great Hollywood crime capers of the past.

While all other betting brands asked consumers to bet on the outcome of the matches in June, only bwin kicked off 3 weeks earlier by asking the viewers to bet on which football legend had 'Stolen the Cup?'

And so bwin won the battle for consumer's first world cup bet.

Each of the football legend suspects featured across all channels of the campaign from TV, out of home and online. From the teaser phase to the reveal (of the thief) to throughout the tournament itself, when the football legends took on the role of expert tipsters.