Place Your Bets In This Action-packed Hollywood Car Chase for bwin

bwin's new 'Live the Action' is a campaign designed to position bwin as the different, more exciting, more interactive, more inventive betting brand. It is a universal brand platform and the first campaign from BBH Sport since the agency was appointed in March this year, following a competitive pitch run by Oystercatchers.

The campaign will run across Europe, including key markets of Germany, Italy, Belgium, Greece, Spain, France, Denmark, Netherlands, UK, over the weekend of the 12th August with 90” and 60” second films. Four weeks later on 12th September, all across Europe, at exactly the same time, the full 2 minute film will reveal the winner of the race. It is at this point that everybody who has placed a bet will find out if they are in the running for one of the many prizes.

The campaign was written by Paul Silburn, Chris Clarke and Matt Moreland, with Ewan Paterson as the ECD.

The film, entitled ‘Black vs Yellow’, was directed by Nima Nourizadeh, the acclaimed film, commercial and music promo director. Nima has helmed feature films including Project X and American Ultra, and directed music videos for Flight of the Conchords, Lily Allen and Mark Ronson.

Adam Lewis, CMO of bwin said: “We have huge ambitions for bwin and with this campaign, we have set out to create an action packed interactive experience for our audience that sets us a million miles apart from the rest of the pack. When people think bwin, we want them to think excitement, action, entertainment and exhilaration. There is more than a touch of Hollywood about our approach – we want to keep the audience on the edge of their seats and make them part of the excitement. With this campaign being the first of a trilogy running through the next 12-months we are making a big, bold statement that encapsulates our aim to cement bwin as Europe’s leading betting brand."

Ewan Paterson, ECD of BBH Sport said: “bwin don’t do ordinary and this campaign is far from the norm. bwin have moved heaven and earth to make an ad for a betting brand into a real bet, in nine countries across Europe, but bwin are all about going the extra mile to make things more fun and different.”