— ROLE

Creative + Art Direction

— COLLABORATION

Who Wot Why

Jim Gilchrist

The 2022 World Cup was finally here and this tournament felt different. Not only was it in winter, but it was genuinely wide open to anyone. Gone were the days of to top four teams dominating. This was anyones to win.

Sky Bet wanted to recognise this with a World Cup campaign that was built on discovery. This was the tournament to be blown away by unknown strikers, dumbfounded by crazy new formations and flummoxed by the speed of a left back from teams you've never considered sitting down to watch. We created a window into peoples minds with our heads-up display style graphics, allowing us to literally visualise our talent discovering new teams and insights as they consumed the football.

We wanted to be part of the conversation. A great way to do this was to film our social adverting as first-person perspective, with a user generated content style. Leaning heavily on platform native stickers, subs and open captions. This created a 23% uplift in engagement.