— ROLE

Creative + Art Direction

— COLLABORATION

Ian Gray

The Banquet

The football season is returning. The anticipation is palpable. But until it all actually kicks off, all we have is opinions and debate.

This is what we wanted to capture in this campaign. Sky Bet wanted to get out there before anyone else and tap into the talk of the nation; the fan sentiment that was growing up and down the country as the season drew ever closer. Plus, a few surprise and delight cameos from famously opinionated Sky Sports pundits, Roy Keane, David Prutton and two very argumentative familiar voices shouting across toilet cubicles.

The call to action was for customers to be part of that conversation and visit ‘Fan Central’, where they can make their predictions for the season ahead through a generated social share graphic.

This ad had dynamic elements (newspaper headline, chat app ui) which allowed us to keep the conversation relevant and play out regional TVC variants as the campaign matured.