bet365 Play Safe

Leading the way in responsible gambling advertising

To facilitate changing advertisement requirements within the gambling sector, we produced a ‘Play Safe’ campaign as brand-own responsible gambling creative for bet365. Our planning team led an extensive insight and strategy project into responsible advertising, to ensure the creative platform provided an effective style and tone that truly resonated with the audience.

Originally created for the 2019-20 season the campaign messaging and style has been developed and continued. The creative was expanded to include a master ad supported by three product specific The campaign was rolled out across TV, press, and social media.