William Hill campaign aims to make betting social

16 Sep 2019

By: Sport Industry Group

William Hill has launched a new video campaign entitled “It’s Who You Play With” to champion the social elements of betting.

The spot, which includes the work of creative agency 72andSunny Amsterdam, shows a group of friends reacting in a WhatsApp group to a bet placed by one of their cohort in an attempt to socialise betting.

The company has recently said its focus would shift away from bricks and mortar locations in the UK to digital platforms and international markets. 

Charlotte Emery, Global Brand and Marketing Director, Digital, William Hill, said: “The love of sport brings people together and William Hill is all about enhancing that enjoyment – betting is at its very best when it is a social experience and that is what our new campaign aims to capture.”

Matt Firth, Creative Director at 72andSunny Amsterdam, added: “Working with William Hill felt like an opportunity for a really fresh take on the betting category. We wanted to get away from all the tired lads and larger stereotypes to create something that felt more relatable and showcased the best of betting. For us, that meant showing how a bet can bring people together, fuel conversation and create real moments of connection.”