Ladbrokes
Founded in 1886, Ladbrokes began as a commission agent for horses trained at Ladbroke Hall in Warwickshire, England. Over time, it evolved into one of the UK’s most prominent betting and gambling companies. Initially focused on horse racing, Ladbrokes expanded its services to include sports betting, online gaming, and casino offerings. The company's mission has been to provide a trusted and entertaining betting experience, adapting to technological advances while maintaining responsible gambling practices. Today, Ladbrokes is a household name in the UK, known for its extensive high-street presence and robust digital platforms catering to millions of customers worldwide.
The Brief
The brief was to create an advertising campaign for the Euro 2021 football tournament held in England. The campaign’s remit was to unite fans and celebrate the spirit of football through bold, energetic storytelling. Centered around the theme “This Time We Play Together,” the campaign championed shared moments and collective passion after a long time apart after Covid-19. Ladbrokes aimed to drive engagement and brand visibility by tapping into the excitement of the tournament. Deliverables for the 360 campaign included TV and radio spots, out-of-home advertising, digital and social content, influencer partnerships, POS materials, and fan-focused experiential activations.
The Solution
We brought “This Time We Play Together” to life through a bold and emotive visual metaphor: a powerful band of drummers playing in perfect sync with the movements of the footballers on the pitch. Each beat echoed a tackle, a pass, a goal—capturing the pulse of the game and the collective spirit of the fans. A series of striking key visuals showcased individual players performing in harmony with the musicians, set against the epic backdrop of massive stadiums. The scale and energy of the imagery reinforced the message: when the players rise, the fans rise with them—united in rhythm and passion.
Ad Concepts
I wanted to create a campaign that celebrates unity, rhythm, and the electrifying return of football through bold visuals and punchy, rhyming headlines. Centered around the theme “This Time We Play Together,” the ideas connect fans, players, and the pulse of the game in one powerful, shared experience.
Deliverables
The Ladbrokes Euro 2021 campaign is a comprehensive 360-degree activation, delivering a wide array of assets across multiple platforms. Key deliverables include a high-impact TV and cinema commercial, teaser spots on Sky Sports, and a dynamic online video rollout. Social media activations feature exclusive content, including a live performance by The Subways. Outdoor advertising spans over 2,500 UK sites with dynamic, real-time updates reacting to match outcomes. The campaign also includes radio, print, and in-stadium content, along with a partnership with #WeMakeEvents to illuminate iconic music venues, reinforcing Ladbrokes’ commitment to live entertainment and cultural relevance beyond sports betting.
TV Commercial
Rogue Films and Neverland were the agencies behind the production of the commercial. The spot was set to a thumping soundtrack, "Rock & Roll Queen" by The Subways. As the camera panned away, it revealed that the noise was actually being created by a crowd of drummers surrounding the player, filling the stadium, and even spilling into the commentary box. The production involved 190 skilled and experienced drummers, arranged by Del Amitri drummer Ash Soan. The shoot also featured 200 extras and utilized drone filming, motion capture, body scanning, and a large team of visual effects and CGI artists to create the epic scenes. The ad went on to appear during the Euro 2021 matches and was supported by multiple cross-channel activations, including online video and social media, radio, print, and out-of-home placements across over 2,500 UK sites. The campaign featured dynamic, reactive advertising, allowing Ladbrokes to celebrate, commiserate, and engage with fans in real time via social channels and digital outdoor displays nationwide.
Deliverables
Key Visuals
OOH Poster
Web Banners
My Role
Art Director
Graphic Designer
Deployment
Website
Mobile App
Event
Social Media
OOH
Retail
TVC
Skills Used
Art Direction
Compositing
Drawing
Software Used
After Effects
Photoshop
In Design
Illustrator
Duration
8 weeks