William Hill Launches In Australia With "It's Your Call"

William Hill, one of the largest and most respected bookmaking firms in the world, has launched in Australia with an inaugural campaign encouraging punters to stand tall and make a call with William Hill.

It’s a universal truth that in any moment of decision, the worst thing you can do is nothing. The “It’s Your Call” campaign created with Clemenger BBDO Sydney celebrates the respect Australian’s have for those that have the courage to make a call and go for it.

Paul Nagy, executive creative director at Clemenger BBDO Sydney, said: "Australians love a person who makes a call. It shows strength of character we all admire. William Hill wanted to champion those people who take a stand, and indeed, who know when enough is enough, because lord knows we need more of them! We think that was a great call."

The campaign was shot around Melbourne at locations including Etihad Stadium, Yarra Yarra Golf Course, Caulfield Racetrack, Woodside Park Stud and other sporting venues. It also features Carlton FC, the Brisbane Broncos and a cameo appearance by retired AFL Brownlow Medal winner, Dipper (Robert DiPierdomenico).

“It was a great honour to work with such a talented team, including highly acclaimed cinematographer, Mandy Walker,” adds Campbell Hooper, director at production house The Sweet Shop. "Her cinematic sensitivity and film craft was humbling. She elevated the project into a completely new space for us.”

The integrated campaign will be spearheaded by a 60 second television brand spot and shorter formats, while transcending digital, mobile, print, radio, social and direct response.

Warren Hebard, head of brand and acquisition at William Hill, said: “We’re very excited about the work Clemenger has done.  We’re confident it captures not only the essence of our brand but launches it off a consumer insight that all Australian’s can relate to, that you respect a person with the confidence to make a call.”

William Hill has over 80 years of know-how in bringing punters the best betting experience. The reputable bookmaking firm recently acquired the Sportingbet Australia business, which included Centrebet, as well as TomWaterhouse.com, with the brands now a part of the William Hill family.

Justin Cox, group account director at Clemenger BBDO, said: "We’re very proud of the work we have developed for William Hill and to be partnering with such a global brand icon.  We’re confident this campaign platform will 'stand tall' within the category and allow us to realise the collective ambitions we have for the William Hill business in Australia."

The rebrand began last week with all Sportingbet online content moving over to William Hill, and this week the TVCs will begin airing nationwide.