Polar Bear Attacks in Above+Beyond's New Campaign for Betway

Betway's 'For The Love Of The Game' campaign comprises three brand films, 'Arctic', 'Dinghy' and 'Capsule'. They are all lovingly shot by Gary Freedman, through Independent, with more than a nod to the Golden Age of cinema. 'Arctic' will air on 28 May around Champions League Final programming on ITV and shows two Arctic explorers – one distracted by the football, the other by an attacking polar bear. The theme of two characters in peril continues throughout the executions.

Above+Beyond's latest campaign for Betway is a first in multiple executions for multiple moments. As well as the brand spots, Above+Beyond utilised its modular scripting and production technique to further produce 15 episodes based around the three main storylines. Each film is designed to engage audiences at different points in the gaming journey, from placing an in-play bet to playing Roulette with Betway Casino. 

Anthony Werkman, Marketing and Operations Director for Betway, said: "The idea behind 'For the Love of The Game' is to build a story that captures the true passion of fans. It connects emphatically and unequivocally with audience culture, bringing the Betway brand into their lives”. 

David Billing, Executive Creative Director at Above+Beyond said: "A big idea is no longer enough. What's equally important is how to get that big idea in front of audiences, in all their varied, multichannel, dynamic glory. Our Modular approach allows us to roll out multiple "episodes" over time, across multiple channels. In each one, the action, dialogue and emphasis is all tweaked to best fit the needs of each audience."