Building a brand with creative disruption.

William Hill Brand Archive

Betting in Australia had taken on a dusty, blokey tone with little in the way of innovation to differentiate the brands in the mind of the punter. So, to bring William Hill’s ever-evolving, category leading products to life, we knew we’d need challenging creative ideas that disrupted the market.


Personifying the brand’s stylish but cheeky attitude, we employed Axel Whitehead to star in a series of unusual executions that challenge the status quo, ruffle feathers and in one case, stop the racing fraternity in their tracks.

William Hill In Play magazine