Take 'Em On: Naysayers|短视频|广告营销案例【ADGuider广告指南】

带上他们: 反对者

案例简介：888 运动发起由 Recipe 创建的新运动配方今天为 888 运动打破了一个新的运动。这场运动是成功的 “抓住他们” 的后续行动! 2016年发起的全球运动，鼓励观众觉得他们不是在赌博彩公司，而是在赌超级明星运动员自己。这场新的运动侧重于压制反对者 -- 成为你自己的自我怀疑，你的伴侣，你的邻居，甚至是体育明星自己 -- 并自信地下注。这部电影从一个坐在公园长椅上的家伙开始，然后被运送到一个大气的体育竞技场。当我们的英雄准备下注时，我们看到一系列反对者质疑他的决定。通过从足球到拳击到赛马的不同运动过渡，我们的英雄每次都忽略反对者，并成功下注。广告的结尾是快速交换职业运动员的照片和 “永远支持自己” 的信息。 Recipe 的创意创始人丹 · 雅各布斯说，“发布活动在 888sport 的所有关键参数上都取得了巨大成功”。我们的挑战是在第一场运动中伟大的基础上再接再厉，明确我们的新一代消费者是谁。'Naysayers' 就是这么做的。"

带上他们: 反对者

案例简介：888sport launches new campaign created by Recipe Recipe has created a new campaign for 888sport breaking today. The campaign is a follow-on from the successful ‘Take ‘Em On!’ global campaign that launched in 2016 and encouraged audiences to feel they’re not betting against the bookmakers, but against the superstar athletes themselves. This new campaign focuses on silencing the naysayers - be that your own self-doubt, your mates, your neighbours and even the sports stars themselves - and placing your bet with confidence. The film starts with a guy sitting on a park bench which is then transported to an atmospheric sporting arena. As our hero readies his bet we see a series of naysayers question his decision. Transitioning through different sports from football to boxing to horse racing, at each occasion our hero ignores the naysayer and places his bet successfully. The advert ends on a quick interchange of shots featuring professional athletes and the message to “back yourself - always”. Dan Jacobs, Creative Founder of Recipe said, “The launch campaign was a big success across all key parameters for 888sport”. Our challenge was to build on what was great in the first campaign and articulate who exactly our new breed of consumers are taking on. ‘Naysayers’ does that.”