VEIKKAUS FOOTBALL BETTING by TBWA\ Helsinki for Veikkaus Betting

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VEIKKAUS FOOTBALL BETTING

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Industry Lottery & Gambling
Media Design & Branding
Market Finland
Agency TBWA\ Helsinki
Art Director Hermanni Kanerva, Tuukka Tujula
Copywriter Tommy Makinen
Photographer Antti Viitala
Illustrator Jasse Kyttänen Fake Graphics
Released June 2010

Credits & Description

Category: Design Photography
Advertiser: VEIKKAUS
Product/Service: FOOTBALL BETTING
Agency: TBWA\PHS
Date of First Appearance: Jun 13 2010
Entrant Company: TBWA\PHS, Helsinki, FINLAND
Executive Creative Director/Copywriter: Erkko Mannila (TBWA\PHS Helsinki)
Art Director: Tuukka Tujula (TBWA\PHS Helsinki)
Art Director: Hermanni Kanerva (TBWA\PHS Helsinki)
Copywriter: Tommy Mäkinen (TBWA\PHS Helsinki)
Account Director: Teppo Juuvinmaa (TBWA\PHS Helsinki)
Project Manager: Heidi Nieminen (TBWA\PHS Helsinki)
Illustrator: Fake Graphics (Fake Graphics)
Photographer: Antti Viitala (Antti Viitala Photography)
Marketing Manager: Saila Kuutti (Veikkaus Oy)
Marketing Director: Ami Miettinen (Veikkaus Oy)
Marketing Coordinator: Salla Kekki (Veikkaus Oy)
Media placement: Abribus Poster - Public Transportation Sites - 13 June 2010 - 27 June 010
Media placement: Poster 70x100 Cm - Shopping Malls - 13 June 2010 - 27 June 010

Describe the brief from the client
The brief was to make an advertising (outdoor, print) campaign for the
Veikkaus Football Betting concerning the World Cup 2010.

Describe the challenges and key objectives
Finland is one of three countries (others are USA and Canada) in
the world where football isn't the biggest sport. That's why we had to make outdoor advertising that really stands out.

Describe how you arrived at the final design

We took the two most famous footballers in the world and tried to find
out their real characters. We thought that Rooney is strong and
persistent like a bulldog and Messi is tricky and slippy like a meercat.

Give some indication of how successful the outcome was in the market
Veikkaus Football Betting made their all-time high in World Cup betting sales.