Betting has a negative image in France, associated exclusively with money. In this campaign, we turned gamblers into supporters. Winamax is one of France’s top sports betting sites, so we felt justified in using the Euro 2016 competition being held in France to encourage football fans to place bets.

We created 100 collector’s flag kits, and sent fifty to sports journalists and bloggers at the beginning of the event, together with a video explaining the concept. We gave the other fifty away as prizes on Facebook and Twitter throughout the competition.