#Raiseit is a new brand idea launched with a global campaign driven by talent-led social video content that uses the mechanic of “social dueling” to make poker (and the PokerStars brand) more appealing to a younger audience that is less predisposed to gambling.

Our goal was to create an integrated content campaign with strong PR activation, that played out over a two-month period globally with a strong focus in EMEA and LATAM, with a stated requirement "to build specific viral campaigns with cultural traction that can take us beyond 2m views, and nearer to 20m views.".

Rather than one film, we produced a whole series to play out over two months, capturing everyday moments where Ronaldo and Neymar could pull everyday “smarts” and post them at each other, encouraging the other to #raiseit back and building not only the level of performance but the social interaction. The campaign was carefully positioned to not feel too orchestrated, and launched with a PR approach to capture editorial coverage before media spend was deployed, and a global network of influencers were mobilized to create their own #RaiseIt feats off the back of the duel.