Betway, the global online betting company, has launched the second of two new episodes under its âFor the Love of the Gameâ platform, taking inspiration from the golden age of cinema.
âTempleâ follows âLairâ in dramatising the âFor the Love of the Gameâ campaign thought, that when the gameâs on everything else is a mere distraction. To quote the late great Bill Shankly, âFootballâs not a matter of life and death. Itâs far more serious than thatâ.
Both episodes were produced using Above+Beyondâs Modular approach. With Modular, multiple storyline variants are tightly plotted and shot to create a highly flexible, rapidly deployable, toolkit that can be combined to create a large number of distinct narratives and different communication needs throughout a campaign’s lifecycle. The technique also allows the brand to work at the cutting edge of real time advertising and collaborate with broadcasters to display real time betting odds.
The campaign was delivered by some of the leading talent in the filmmaking world. Hanna Maria Heidrich, the director of the ads, is one of the hottest directors breaking into the UK, following her work on acclaimed campaigns for Trivago and Stella Artois.
Tim Maurice-Jones, the director of photography, was Guy Ritchieâs DOP on films including Sherlock Holmes and Snatch, as well as Kick-Ass 2 and The Woman In Black. Marketa Korinkova, the set designer on Casino Royale and The Chronicles of Narnia among others, used techniques honed on Hollywood sets to create the âTempleâ and âLairâ interiors in the Betway films.
Continuing the âGolden Age of Hollywoodâ theme, the special effects were largely shot âin cameraâ rather than relying on Computer Graphics, to give scale and physicality to the action.
Anthony Werkman, Marketing and Operations Director at Betway, said: âAfter a very successful campaign with âFor the Love of the Gameâ, itâs great to be continuing our work with Above+Beyond and our latest ad is very exciting. Weâve brought in an extremely talented and very select group of individuals to work on this latest campaign and weâre delighted with the outcome.â
David Billing, the Executive Creative Director at Above+Beyond, said: âFor this second year of âFor The Love Of The Gameâ, it really feels like the dream team has come together. We were hugely lucky to happen on Hanna Maria just as sheâs landing some big projects in the UK. And we were blessed with the quality of the team around her. Weâve had another year to live with the characters and explore the cinematic worlds they can inhabit, and it feels like itâs paid off with the most visually ambitious, funny and engaging campaign weâve created for Betway yet.â