In an industry dominated by traditional, blokey tones, William Hill sought to stand out with innovative, category-leading products. To bring this new, stylish attitude to life, we created a bold campaign that disrupted the market and injected personality into betting—led by Australian entertainer Axel Whitehead.
The challenge was to shake up a betting market that had grown stale and predictable. With every brand blending into the next, there was little to differentiate competitors in the mind of the punter. William Hill needed a fresh, innovative approach to cut through the noise and highlight their category-leading products. Our goal was to showcase William Hill’s stylish yet cheeky attitude, making the brand feel exciting and modern to bettors.
To reflect William Hill’s distinct personality, we enlisted Axel Whitehead, whose irreverent charm and energy perfectly matched the brand. We created a series of eye-catching and disruptive executions that personified William Hill’s stylish yet cheeky attitude. Axel starred in a range of unconventional scenarios, from stopping the racing fraternity in their tracks to ruffling feathers with daring antics, challenging the industry’s status quo.
Each execution was designed to emphasize William Hill’s commitment to innovation, setting the brand apart from competitors. The campaign took a more daring approach to stand out in a cluttered landscape, using humor and bold visuals to create memorable and impactful moments.
The William Hill campaign broke away from the traditional betting ads by injecting personality and innovation into every execution. Axel Whitehead’s unconventional performances helped William Hill challenge the norms and redefine the betting space. The result? A campaign that not only entertained but solidified William Hill’s position as a leader in innovative betting products.
