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 (known Australian actor and singer) 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. We further expanded the brand’s reach with a cheeky promotion aligned to aces hit in the Australian Open tennis.