The relaunch of Ladbrokes in Australia. First of all, look at the competition. And in this case, it was, (and still is), over the top Aussie blokeness. We payed homage to the heritage of the client and had the main character as a Londoner. With the cockney accent, Ladbrokes stood out. In radio. And even in outdoor.
We did need to actually sell something, apart form the brand. Ladbrokes had, and still do, have this appetite to launch to market first. They offered an eftpos card, so your winnings could be deposited as soon as the horse ran past the post. Gold. We had something different to talk about.

Writer: Jeff Smith
Art Director: Andy Iles
Photographer: Skeet Booth
Director: Ryan Renshaw
Agency: The really quite good ideas co.