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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745
Bonds of Brotherhood at the Heart of William Hill Campaign by 72andsunny Amsterdam
13/09/2019
Group745
Advertising Agency
Amsterdam, Netherlands
290
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The 'It's who you play with' campaign produced by Somesuch bands together the idea of friendship and betting
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Friendship lies at the heart of William Hill’s new ‘it’s who you play with’ advertising campaign – the first created by 72andSunny Amsterdam since it won the account earlier this summer.

To drive more excitement, energy and momentum for the William Hill brand and to position it as the authority on responsible betting, 72andSunny Amsterdam has elevated their new positioning based around the concept of brotherhood.

The new campaign is part of a wider business initiative William Hill is undertaking to position itself for the future as the industry becomes increasingly more digital and regulated.


Creative agency, 72andSunny Amsterdam identified an opportunity to elevate betting, William Hill and its business by showcasing that the brand brings friends together through the shared love of sport; demonstrating that betting with William Hill can provide a positive moment of connection between friends. By socialising betting, William Hill is providing a welcome opportunity to connect, irrespective of whether you win or lose.

In the work, a suite of assets across TV, social, digital, print, and OOH, show the various ways a group of friends stay connected through sport. Good-natured repartee is interwoven throughout the suite of assets while conversations and decisions around sport and betting unfold – both in person and via messaging. By the end, it is clear that they're all united by their shared passion for sport - even when they can’t be in the same place at the same time.

William Hill’s ‘It’s who you play with’ campaign breaks on national television in the UK on September 13, followed by a rollout in Spain. Ads, across all media, will align with great moments in sport that resonate with the William Hill audience. TV advertising is running on BT, Sky, ITV and Channel 4, with supporting activity online, in William Hill stores, and on the William Hill app.

Charlotte Emery, global brand and marketing director, digital, at William Hill, said: “The love of sport brings people together and William Hill is all about enhancing that enjoyment – betting is at its very best when it is a social experience and that is what our new campaign aims to capture.”

Matt Firth, creative director at 72andSunny Amsterdam, added: “Working with William Hill felt like an opportunity for a really fresh take on the betting category. We wanted to get away from all the tired lads and larger stereotypes to create something that felt more relatable and showcased the best of betting. For us, that meant showing how a bet can bring people together, fuel conversation and create real moments of connection.”

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