The Brief

Ladbrokes Coral is a British gambling company founded in 1886. Its products offering includes sports betting, online casino, online poker, and online bingo.

5-A-Side was introduced as one of Ladbrokes flagship gaming products where customers can pick their formation, players, stats, and put it all together into a bet builder style wager.

It was my role as Senior Art Director to determine the key concept for the product, deliver the key visuals and branding as well as assist in creating all of the deliverables. The final imagery needed to be football focused with strong Ladbrokes branding and communicate that there were a maximum of 5 accumulator bets to be made.

Challenges & Solution

The product had to stand out against the competition in a crowded market offering similar ACCA products. All other products from other competitors used stock photography or brand embassadors to promote their offerings.

Ladbrokes decided to create a custom-made identity that could be manipulated to fit whatever remit was required. Using a unique illustration style with bespoke characters ensured they owned their visual identity whilst also giving them something exclusive.

Design Requirements

Logos were created for the onsite products as well as a 3D version for marketing collateral. 3D characters were also created that represented the archetype players. The principal concept was to emulate a gamified advertising strategy similar to popular console games.

The Launch

The launch campaign was rolled out over the whole of the UK and Ireland and supported with Out Of Home, In-Store Communications and also featured in the National Press with full page advertising. More than £1 Million was spent on this campaign.

The TV Commercial is featured below.