Coolbet “Comfortably thrilling” campaign

The problem

Coolbet is an online sports betting and gaming brand active in Europe and Latin America. The goal was an exciting film that would grow brand awareness. Coolbet needed a brand film, not a product ad, that would make both new and existing customers choose Coolbet for what it stands for.

Gambling advertising comes with strict rules. No product promotion, no casino elements, no call to action and no exaggerated chances of winning. The film had to be exciting and responsible at the same time.

The solution

We focused on people who enjoy a good thrill in sport and play and know where to stop. In everyday life, a pleasant thrill is rare, or it takes too much effort, money and risk. Coolbet offers it simply, in a controlled way and at the right moment. The message: just the right thrill without excessive risk. Stay cool.

Coolbet’s polar bear mascot takes on one sport after another, from ice hockey and skiing to boxing, kayaking and football. Fast cuts and close-ups build the tension to the very last moment, and the bear ends the thrill with the Coolbet app in its paws.

We filmed in Estonia, mostly in a large studio with a curved LED screen, and shot the ice hockey scenes on a real rink. Production was by Propapanda. Instead of going the classic 3D route, we used Coolbet’s familiar life-size mascot. The bear’s emotions and grimaces were added in post-production, high-end video work by Estonian standards.

The results

The film ran in five countries and six languages. In Chile, it was shown on ESPN. A second film continued the campaign.