Ladbrokes
A bookmaker with a political odds desk, a referendum, and one month to own the story. 123 pieces of national coverage.
Objective
Ladbrokes’ political-odds campaign used betting markets as a way to interpret the 2016 EU Referendum. The creative brief was to turn the campaign and its results into a concise awards film, then apply the same topical, fast-turnaround production capability to Eurovision.
Creative response
The 2 minute 40 second awards film combined interviews with the Head of Political Odds and the campaign lead with animated performance figures, turning a month of activity into a clear narrative for an industry-awards audience.
A separate Eurovision film was conceived and delivered within 48 hours. Vox-pop material about public attitudes to the UK entry was edited into three distinct stories, giving the footage more than one route into distribution.
- The referendum campaign. Appointed May 2016 to maximise Ladbrokes' coverage around the EU Referendum, using the odds themselves as the story
- An awards film. A 2’ 40” case-study video built for the 2017 PR industry awards round, interviews with Matthew Shaddick, Head of Political Odds at Ladbrokes, and Adam Taylor, cut against the campaign’s numbers
- Eurovision. A separate vox-pop film built around national attitudes to the UK’s Eurovision entry during the Brexit period, delivered in 48 hours and placed as three different stories
Results
The awards film presented a campaign that generated 123 pieces of national print and online coverage, ten broadcast features and almost 10,000 new customer sign-ups. The Eurovision film moved from concept to delivery in 48 hours.
Watch
The work
