Launched March 2020.

For Cheltenham 2020, the Betfair brand team came to my team seeking an update to the campaign we had created the previous year. The 'Small Details, Big Results' campaign had hit home with knowledgable horse racing punters, resonating with their desire to seek out information, to do their homework and pay attention to the details, in order to win big.

The brief was to make the campaign a lot more human, whereas the 2019 campaign had been far more analytical:

The response to brief was to include consideration and scripts for TV and in particular, short-form mobile video, with a production budget of £120K. The brief also asked that we consider using the brand ambassadors.

Our creative evolved the 'Small Details, Big Results' proposition in a more human direction by speaking about the small details that make Cheltenham what it is for the people involved. We developed a 'handwritten' style for this campaign, that allowed us to share more human insights. We also wanted to include the punter in the campaign, and show their perspective, so in static and video we combined shots of their journey to Cheltenham, along with the ambassadors, and action shots from races at Cheltenham the previous year.

I was responsible for creative direction and copywriting, and led my team (Daniel Flynn, Dave Kee) in developing the route concept, art direction, storyboarding, sourcing some imagery from Getty, and also directing two photo/video shoots with our ambassador trainers at their yards.