Betway is launching a new local campaign in Germany. At the heart of the film is “Evolution of Instinct”, which takes viewers on a cinematic time travel through the history of sports betting. The core message is quickly grasped: Sports betting is in the nature of man and already serves in the gray advance of the amusement of the spectators.

This concept could have been implemented in a conventional way. Agency David + Martin opted for great cinema and epic imagery instead. Out of the off comes the voice of actor and musician Tim Sander. The first scenes almost wake up as if you as a viewer had the trailer for a new Netflix fantasy series in front of you. The team deliberately decided not to compete with football and fan scenes in order to stand out and give Betway a strong, own position. Appropriate to this is the new claim of the company in Germany: “I bet it may way.”

“We are constantly improving our product and our new spot shows that we are a product for all those who want to bet in an entertaining, fair, safe and responsible environment.” “Betting and the search for winners and losers has been around for a long time, with this journey through the history of competition we wanted to completely reinterpret this topic,” explains Mark Hassan, who is in charge of customers as David + Martin’s Business Consultant. The aim was to reload the category and bring Betway to a higher level with its premium offer as well as the focus on pure online betting instead of questionable backyard betting offices.

Maik Brodowski, Head of Marketing Germany at Betway, adds: “David + Martin were able to recognize our vision and our ambitions from the beginning and it’s great to see how they were brought to life. The resulting campaign reflects and refreshes our brand position with never-before-seen impressions. We are constantly improving our product and our new spot shows that we are a product for all those who want to bet in an entertaining, fair, safe and responsible environment. “

In the implementation of the film, the agency has collaborated with BWGTBLD in Berlin. Sweden’s Philippe Tempelman directed Khalid Mohtaseb behind the camera. The duo BWGTBLD and Tempelman have in the past directed the international Rimowa brand film with LeBron James. At Betway, they put an exclamation mark and wanted to break out of the monotony of the category, says David Stephan, co-founder of the Munich Creative Agency.