Betway x Atlassian Williams Racing
To launch a partnership with Atlassian Williams Racing we brought the brand tagline ‘Feel the Action’ to life for Betway by creating G-Force tests featuring driver Carlos Sainz and Alex Albon, as well as the World’s Strongest Man and a UFC Champion.
Overview of activityAs a global sponsor we were asked to create a piece of branded content that could translate to all markets. What we delivered was a content campaign that
THE BRIEFMark the first activation of Betway’s new partnership with Atlassian Williams Racing with content which can work cross market, with challenging restrictions.
PLANNINGThe creative challenge was increased with the restrictions on social. Content had to be released in 11 different regions across Europe, Middle East, Africa and North and Central America. It helped refine the idea.
Add on the challenge that neither driver could take part in the challenges then we had to work hard to make sure the idea was the entertainment, everything else was the dressing.
We booked talent who we knew could be put to the test in Driccus du Plessis and Rayno Nel and provide a realistic way to translate G force as a theory to audiences, whilst creating content they want to watch.
We created four bespoke, purpose-built contraptions designed to replicate the feelings of G Force and delivered 24 social-first outputs spanning Hero videos, trailers, cutdowns, BTS compilations and paid ads
Released in 11 different regions across Europe, the Middle East, Africa and North and Central America
CREATIVEThe idea, talent management, challenge design and format were all developed internally through our creative studio. ROI is important to us and alongside the main production we utilised footage gathered on set later in the year for a secondary idea.
PLANNINGWe worked with a production partner to deliver short turnaround, complex international shoots in Barcelona and Milan, seamlessly bringing them together to appear like we filmed in the same location.