Betiquette
NSW Government
Issue 45 | December 2017
Agency
Y&R SYD
Creative Team
Executive Creative Director: David Joubert Executive Creative Director: Bart Pawlak Art Director: Pat Allenby Copywriter: Nick Cole Chief Creative Officer: Paul Nagy
Production Team
Production Company: Sixty40 Executive Producer: Will Alexander Producer: Cahru Menon Director: Simon Robson Director: Fred Venet Colourist: Max Clifford
Other Credits
Managing Director: Sasha Firth Group Account Director: Aaron Swan Strategist: Mitchel Crowe-Hardy Account Director: Stefania Barry Sound: Ben Crabbe Studio: Richard Spencer
Date
September 2017
Background
Factors such as digital money, access to credit, 24/7 online availability and high-profile promotions were boosting exposure to sports betting. This campaign tackled a serious problem in a lighthearted way that would cut through and resonate with the target audience, young men.
Idea
Young men were being encouraged to "show some betiquette" when gambling on sports as part of the advertising campaign. The campaign included several ads with different messages such as knowing when to stop betting, planning your bets, overcoming peer pressure, and not betting under the influence of alcohol or for necessities.
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