Building a brand with creative disruption.

William Hill Brand Archive
INSIGHT

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.

IDEA

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

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