GuiltFree have teamed up with creative agency, Big Al’s Creative Emporium, to give Coral a whole new look as the bookmaker launches its national TV campaign for 2017.
The revamped, high-octane campaign consists of a number of ads that will span both TV and radio, and feature a voiceover from Peaky Blinders star Joe Cole. The new campaign moves away from the Carly and Farley double-act that have starred in previous commercials.
Soho based music composition and audio post-production facility, GuiltFree, and Big Al’s have created a live-action campaign in which the visuals become ‘coralised’, capturing the excitement of live sporting events.
On the concept, Stew Barnes, Co-Founder of GuiltFree, explains: “The betting market is becoming incredibly saturated and brands really have to shout loudly to be heard above the noise. Many betting campaigns now are really full-on and it’s a bit of an arms race to keep grabbing the attention of punters. Whilst the previous campaign didn’t necessarily capture the attention of the audience when viewed in locations such as bars, clubs and stadia, this campaign is much better at smacking the audience in the face with the latest offers.”
GuiltFree worked with Coral and Big Al’s to complete all audio post and sound design work on the campaign, including helping the client through music process.
“There was one track in particular that the client really wanted,” adds Stew. “We explored several musical options and decided that we were going for a high-energy track to compliment the visuals. We carried out all the editing and re-arranging to make sure the track fitted seamlessly with the ‘coralised’ films.”
With a contemporary look and feel, the campaign consists a host of varying spots that can be tailored to specific sporting markets, including football, tennis and darts.
Stew concludes: “We’ve worked with Coral and Big Al’s for a long time now and it’s been great helping them carve out a new, revamped identity. Fortunately, we’re able to be involved in the creative process throughout thanks to the relationship we have with the client, and this process is testament to the quality and consistency of the final campaign.”
The campaign is now live and will be running throughout 2017.