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Gamble Aware

World Cup 2022 - M&C Saatchi

The 2022 world cup has been surrounded by controversy and intrigue, so when Gamble Aware set us the task of warning everyone of the dangers of spending too much on online betting apps. It was something that I felt only the power of comedy could combat. 

Drawing inspiration from dodgy holiday tattoos, we present the three lions or be the 1 and half lions and a labrador and a very dodgy welsh chicken haircut. 

This Campaign was a huge success. Recognition metrics across all audiences were Gamble Aware’s  highest yet. Focus groups said the campaign was credible, likeable and relevant; over half said it prompted them to take steps to avoid Bet Regret. 

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