| Titre | Cheltenham |
| Agence | BBH |
| Campagne | Cheltenham |
| Annonceur | Ladbrokes |
| Marque | Ladbrokes |
| Date de première diffusion/publication | 2021 / 3 |
| Secteur d'activité | Loterie, PMU et jeux d'argent |
| Philosophie | Leading betting brand Ladbrokes prepares for the return of the Cheltenham Festival (16th-19th March) with the launch of a new campaign that celebrates how customers pick their horses for the races. Leaning on its enduring brand promise of ‘Ladbrokes is where the nation plays’, the campaign reminds the public that however they pick their horse, Ladbrokes has a bet for them. Created by Olivia Shortland and Stephanie Flynn, the film, directed by Stacy Wall of Rogue Films, features people from all walks of life talking directly to camera about what they look for when looking for ‘the one.’ Whether it’s simply the connection or ‘good vibe,’ the eyelashes or the lean, muscular build, the confidence or the pride, each scene beautifully captures the unique criteria that sits behind each character’s selection. Viewers are made to believe that each person is talking about what they look for in their real-life, human partners but we later discover the rug pull that they have been referring to racehorses the entire time, with the spot set to an instrumental rendition of Meat Loaf’s iconic “I’d do anything for Love” track. The film is supported by multiple cross-channel activations, including radio, print and a digital campaign which features a microsite with dating app ‘swipe left/swipe right’ type functionality. This site allows customers to swipe through their horse selection and see horse names, jockey skills, horse profiles and live odds to allow them to pick their horse during the most highly anticipated four days of jump racing in the calendar - the Cheltenham Festival. Held each March, the Cheltenham Festival attracts the most talented horses, trainers and jockeys with 28 races held across four days of jump racing. And whilst the stands will be empty this year as the nation continues its fight against Covid-19, members of the public will be able to view each race live on TV and place bets via the Ladbrokes app throughout the four day festival. |
| Type de média | Film Web |
| Longueur | |
| Bande son | Meat Loaf “I’d do anything for Love” |
| Maison de production | Rogue Films |
| Montage | Tenthree |
| Son | 750mph |
| Agence Média | the7stars |
| Réalisateur | Stacy Wall |
| Concepteur / rédacteur | Olivia Shortland |
| Directeur de création | Nick Gill |
| Directeur artistique | Stephanie Flynn |
| Business Leader | Jon Barnes |
| Senior Account Director | Sam Hardy |
| Responsable de budget agence | Caitlin Quigley |
| Responsable de budget agence | Atalanta Purce |
| Chef de groupe | Benny Younger |
| Senior Strategist | Robert Meiklejohn |
| Producteur, agence | Matt Towell |
| Assistant de production, agence | Rory Reames |
| Producteur exécutif | Kate Taylor |
| Producteur | Maddy Easton |
| Directeur de la production | Hannah Joy Cooney |
| Directeur de la photo | Nanu Segal |
| Post production | Untold Studios |
| Monteur | Ellie Johnson |
| Son | Ben Gulvin |
| Music Supervision | Hywel Evans |
| Music Supervision | TMS Black Sheep Music |
| Producteur digital | Kevin Mccloat |
| Designer | Christian Kolodziejski |
| Designer | Adam Buckland |
| Producteur artistique | Adam Overton |
| Chef de projet | Katie Bloom |
| Digital | Wellcom |
| Developer | Manuel Yemoh |
| Responsable de la publicité (annonceur) | Dominic Grounsell |
| Responsable de la publicité (annonceur) | Angela Porter |
| Responsable de la publicité (annonceur) | Stewart Townsend |
| Responsable de la publicité (annonceur) | Benjamin Reeves |
| PR Agency | ZPR |