|Date of First Broadcast/Publication|
|Business Sector||Lottery & Gambling|
|Philosophy|| Leading betting brand Ladbrokes prepares for the return of the Cheltenham Festival (16th-19th March) with the launch of a new campaign that celebrates how customers pick their horses for the races. Leaning on its enduring brand promise of ‘Ladbrokes is where the nation plays’, the campaign reminds the public that however they pick their horse, Ladbrokes has a bet for them.|
Created by Olivia Shortland and Stephanie Flynn, the film, directed by Stacy Wall of Rogue Films, features people from all walks of life talking directly to camera about what they look for when looking for ‘the one.’ Whether it’s simply the connection or ‘good vibe,’ the eyelashes or the lean, muscular build, the confidence or the pride, each scene beautifully captures the unique criteria that sits behind each character’s selection.
Viewers are made to believe that each person is talking about what they look for in their real-life, human partners but we later discover the rug pull that they have been referring to racehorses the entire time, with the spot set to an instrumental rendition of Meat Loaf’s iconic “I’d do anything for Love” track.
The film is supported by multiple cross-channel activations, including radio, print and a digital campaign which features a microsite with dating app ‘swipe left/swipe right’ type functionality. This site allows customers to swipe through their horse selection and see horse names, jockey skills, horse profiles and live odds to allow them to pick their horse during the most highly anticipated four days of jump racing in the calendar - the Cheltenham Festival.
Held each March, the Cheltenham Festival attracts the most talented horses, trainers and jockeys with 28 races held across four days of jump racing. And whilst the stands will be empty this year as the nation continues its fight against Covid-19, members of the public will be able to view each race live on TV and place bets via the Ladbrokes app throughout the four day festival.
|Media Type||Web Film|
|Soundtrack||Meat Loaf “I’d do anything for Love”|
|Production Company||Rogue Films|
|Creative Director||Nick Gill|
|Art Director||Stephanie Flynn|
|Business Leader||Jon Barnes|
|Senior Account Director||Sam Hardy|
|Account Manager||Caitlin Quigley|
|Account Manager||Atalanta Purce|
|Account Executive||Benny Younger|
|Senior Strategist||Robert Meiklejohn|
|Agency Producer||Matt Towell|
|Assistant Agency Producer||Rory Reames|
|Executive Producer||Kate Taylor|
|Production Manager||Hannah Joy Cooney|
|Director of Photography (DOP)||Nanu Segal|
|Post Production||Untold Studios|
|Music Supervision||Hywel Evans|
|Music Supervision||TMS Black Sheep Music|
|Digital Producer||Kevin Mccloat|
|Art Producer||Adam Overton|
|Project Manager||Katie Bloom|
|Advertising Manager||Dominic Grounsell|
|Advertising Manager||Angela Porter|
|Advertising Manager||Stewart Townsend|
|Advertising Manager||Benjamin Reeves|
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