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Betway

SPORTS SPONSORSHIP STINGS

THE CHALLENGE

We worked with advertising agency Above+Beyond to create a series of branded stings for Betway’s sponsorship of the Fish-O-mania angling championships on Sky Sports. The results were a series of fun and surprising spots that were so successful that we returned to help apply the same idea to stings for Betway’s subsequent sponsorship of darts, tennis and pool championships.

BET FUN WAY

As we only had 5 seconds to play with in each sting, the challenge was to create something which made a genuine connection between the Betway brand, the event and the audience which left a lasting impression in a limited time. Betway had an existing visual device where they opened up the logo and inserted words between ‘Bet’ and ‘Way’ – we decided to ‘steal’ this device to insert objects relating to the sport being sponsored, in a fun and cheeky way.

KEEPING IT FRESH

There is always a danger that this type of advertising becomes repetitive – ad breaks come thick and fast in major sporting tournaments. To avoid this we created a whole suite of different objects for each event, each with its own unique sound design, produced at Big Buoy in Soho. The result was a flexible system that stayed fresh throughout the events.

TELLING A STORY

We created 15 second edits of the stings for use at the end of commercial breaks. The trick with these was creating an engaging narrative – the Fish-O-mania spot, for example, follows an angler as he wakes at 4am to head out and grab a good spot by the river, all represented through objects relating to angling. Fun little moments – a worm splats into frame – create humour and bring a smile to the face.

LOOKING GOOD

Because the screen time and physical space in which these objects sat was very limited, they needed to look and move as realistically as possible to allow the viewer to quickly register what moment was being conveyed. Combining high-quality 3D models with realistic animation techniques helped avoid visual ambiguity.