BBH Sport makes early bid to steal the World Cup for bwin

The World Cup is almost upon us, bringing a welcome opportunity for advertisers and creative agencies to show their finest. And, every four years, worrying about the budget is given a red card: it’s football innit?

Betting giant bwin enters the fray with this epic from BBH Sport: ‘Who Stole the Cup?’ showing four footballing legends all planning the heist of the century, with a reveal to come later. Didn’t the World Cup actually get stolen – or lost – in 1966? Never mind.

Bwin owner GVC’s CMO Adam Lewis says: “Being smart, creative and bold is in GVC’s DNA and again our teams have delivered with this blockbuster campaign, it will entertain and engage our players and audiences globally, plus reinforce bwin’s position as Europe’s leading and most innovative sports book.”

“To be the best you need to work with the best and the talent involved in this campaign is legendary, once again BBH Sport has delivered.”

Directed by Pedro Martin-Calero for Blink with post from MPC.

We’ve already had a promising start with Wieden+Kennedy for England’s FA and this one lays down a formidable marker. Be interesting to see what W+K produces for Nike, which usually pulls out all the stops at World Cup time.

MAA creative scale: 9.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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