Unibet 'Zero% Mission' Digital and PR

Digital & PR Campaign Unibet set a new benchmark for the gambling industry - to make Zero% profit from harmful gambling. So to promote this, I came up with the campaign concept THE ZERO% MISSION where anyone who bets with Unibet knows its unique tools and technologies will keep them safe and ensure gambling is always fun. We launched with world famous Norwegian chess player, Magnus Carlsen (pretty much the smartest guy on earth), to highlight the link to Unibet’s smart technologies. Each film signs off with the new brand positioning ‘Bet Proud’ to remind players they can feel proud to bet with Unibet because it’s the only betting brand that’s truly committed to player safety. The campaign is supported with digital pitchside hoardings and PR activity where we swapped the Unibet logo on Middlesbrough and Rangers FC shirts to create more awareness during Safer Gambling Week.