Historical Journey in the new Campaign of Betclic Poland: International Production of the Bookmaker

Mar. 12, 2024

On March 11, the leading legal bookmaker Betclic launched a new image and product campaign. The brand is promoting a ground-breaking change in its offer: the Tax-Free Game, thanks to which each of the operator's players can win more. This is because the bookmaker covers the wagering tax. The production of the campaign has an international character and the whole campaign is carried out exclusively for the Polish market.

The "Tax Collector" campaign will run on the Internet and television. A series of dedicated product spots (90, 60, 30 and 15-second versions) and sponsorship spots (15-second versions) have been created, as well as six-second acquisition ads and bumpers. The bookmaker has also prepared special gifs that will be available on giphy.com.

The spots depict the protagonist's troubled relationship with tax collectors throughout history, while maintaining the brand's signature humour. The creators take viewers on a historical journey to the Roman Empire, the Middle Ages and a small town somewhere in the Wild West.

The production was directed by acclaimed Portuguese directors João Marques and Nuno Alberto, whose credits include commercials for Lidl, IKEA, VISA and the CR7 brand with its owner Cristiano Ronaldo. The film was shot on location in Bulgaria and Romania. Betclic has extensive experience in developing creative campaigns based on film creations. With its platform and production house, Betclic Studios is also a market leader in branded video content. However, the "Tax Collector" campaign is the brand's largest advertising project to date.

Bartlomiej Ploskonka, Country Manager at Betclic Poland said:

"In terms of scale and quality of production, the new campaign is on an international level, even though it is exclusively for the Polish market. We are very proud of this project and are happy to have engaged world-renowned creatives who have worked with one of the best footballers in history."

 

Pablo Dominguez Agregan, Group Creative Director at 180heartbeats + Jung von Matt said:

"We are really proud and excited to have contributed to this campaign, a truly pan-european one. And even more excited to have done it with our long-time partner Betclic. The quality of the locations and the talent we cooperated with, totally matches up to the quality of the brand’s new Tax-Free offer."

 

180heartbeats + JUNG v MATT is responsible for the creative concept of the campaign. The spots were produced by Dobro Production Studio and directed by 78 Films from Lisbon. Media buying is handled by Star Media. The brand is supported in the communication of the project by the agency K+ PR.

In Poland there is a wagering tax of 12%, which is paid by the operators but deducted from the winnings for the players. From March 11, Betclic is launching a revolution that will make every Betclic player win more. The new solution will be introduced until April 14. The aim of the campaign is to promote this change.