Each time a World Cup is coming up, Europe faces an overdose of advertising fueled by gambling companies producing promotional campaigns that all look the same (a bunch of friends sitting on a couch betting / a flashy free bet offer / a sports-related endorsement).

On top of that, in some countries like France, there are now heavy legal constraints limiting the ability of brands to talk concretely about bets and gains.

It is for these reasons that the main challenge of this campaign was to break the codes of the gambling sector and to come up with a totally new approach.

Hernand'o Hideway was originally a song created for a Westend London Musical "The Pajama Game", a story about a strike in a pajama factory. But it's a cover version performed by The Johnston Brother", a very oldfashionned vocal group, who became a hit in 1954. this version with the tight castagnet arrangement and the tango feeling is creating a very funny offbeat effect that clashes with the tension of the film.

By breaking the codes of the sector, Winamax really stood out during the highly contested World Cup period by becoming the most recognized sports-betting-brand in France thanks to this campaign.

According to an Odoxa post-campaign survey, among all the brands who massively communicated during the World Cup, Winamax became the most recognized betting-brand with this campaign (64% of recognition). Far ahead of all its competitors (more than 5pts ahead of its first rival).

With this campaign, Winamax has also become the only betting platform to significantly increase in brand perception compared to October 2021 (+13 points).

This Film is now considered by many French people as the most memorable of the World Cup (according to the survey, 24% of the French say they remember it with certainty).

For all these reasons, both in terms of reach and brand perception, this campaign is now the benchmark for the entire category.