Each year, the Ontario Lottery & Gaming Corporation puts forth a new awareness campaign for their sports betting brand, Pro-Line. As the newest account on our roster, the challenge was to refresh the creative construct entirely and create a new storyline that could thrive for years to come.
After diving deep into research, one nugget of insight really stuck with us and inspired the entire campaign. Many respondents talked in detail about how they would often predict which team would win, but would ignore that inner voice and not bet on it. Then their predictions would be right and they’d think, why didn’t I just listen to myself? And thus came Sports Gut.
Agency: The Hive
Director: Eric Yealland
Post Production: Motor Artistes Flame, Montreal
Sound Design: Boombox Sound