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888sport Take 'Em On: Atletico Madrid vs Leicester City

A tactical print campaign ahead of the Atletico Madrid vs Leicester City Champions League Quarter Final match tonight (12th April) and part of the global 'Take 'em on!' campaign that encourages audiences to feel they're not betting against the bookmakers, but against the sports stars themselves. Dan Jacobs, Executive Creative Director at Recipe said, “Most of our audience stopped playing sport when they finished school and only 28% even ‘occasionally’ play football. They’re looking for new ways to indulge their suppressed competitive nature and TAKE ‘EM ON! is a campaign born out of that… to position sports betting as a competitive sport in itself."


Account Director: Toby Evea

Creative Director: Dan Jacobs

Creative Agency

Planning Director: Dom Roe

Category: Gambling, Sports and leisure

Genre: Print