An integrated April campaign from Sportsbet in Australia highlighted the consumer and product benefits of its ‘AFL Same Game Multi Tracker’
Created in-house and brought to life through Virtual Production Technology (VPT), the multi-spot campaign rolled out from 30 April across a range of sporting platforms (including FTV, PTV and Digital) and media channels and will run for up to six months.
The creative was spearheaded by a set of three 45-second films, three 30-second videos and a further three 15-second shorter spots which were supported by bespoke edits for social media channels (including Instagram, Facebook and Snapchat) as well as radio ads.
The creative executions, which were developed in Sportsbet’s signature bold, fun and tongue-in-cheek style and highlighted the product benefits of ‘AFL Same Game Multi Tracker’.
The spots used VPT to create an imaginary ‘AFL Same Game Multi Tracker’ control centre headquarters and the shoot took place across both virtual and real sets at Steelbridge Studios in Queensland to bring to life the imaginary inner workings of the app through relatable and comical departments each of which represented a different legs of a Same Game Multi.
The campaign was conceived in-house by Sportsbet’s own creative team in collaboration with production partner Palomina (Writer/Director Armand De Saint Salvy) and Steelbridge Studios and Alt VFX.
Sportsbet’s Executive Creative Director Rambo Goraya commented: “Sportsbet has always been renowned for its audacious and unexpected campaigns and this latest campaign is no exception. It’s a product that punters love and we hope the playful creative visualisation of Tracker in the TVCs resonates with them just as much as the product itself.”
“Armand’s off-beat creative approach complements our brand satire perfectly. He’s a master storyteller who seamlessly combines comedy and drama to make stories resonate with a brand’s target audience,” added Sportsbet’s Head of Brand, GTM & Advertising Jason Thatcher. “We just love the style of this ad and the world which we built for it, and we are confident punters will engage with AFL Same Game Multi Tracker as a result.”
“It’s always exciting being given the opportunity to work with new tech,” said Palomina’s Kate Merrin. “Virtual production really suited this creative idea and with Steelbridge we were able to build the world that Armand and Sportsbet envisioned for the Tracker HQ, working with amazing talent from WA and Qld. It was a great process and shoot,”
The in-house team at client Sportsbet which worked on the campaign included Chief Marketing Officer Mark Migliorini, General Managers Tim Hernadi and Kathy Schokman, Head Of Brand Jason Thatcher, Campaign Manager Jack Stewart, Head Of Production Dan Atkins, Executive Creative Director Ramon Goraya and Creative Director Tim Leckie.
The production company was Palomina were the unit was led by Production Manager Kate Merrin, Producer Rachel Gilkison, Director Armand De Saint-Salvy, Director Of Photography Lachlan Milne and Production Designer Laura Elkington.
Post production and VFX was handled by Steelbridge Studies’ VFX Supervisor Colin Renshaw, ALT.VFX and The Institute Of Post Production Editor Michael Houlahan.
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