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Bwin creates World Cup mystery with footballing legends



Bwin is at it again with its latest betting advertising campaign called Who Stole the Cup?

The new gaming ad campaign follows up on The Race released last year.

This betting ad has four world football legends plotting to steal the 2018 World Cup in a dazzling buildup of events that have the gamer living out the actions as they unfold.

The suspense-driven betting ad employs the involvement of the consumer to determine the results or outcome of the ad, as the four football legends plot to own the cup. The four football legends are:,

  • Cafu
  • Vicente del Bosque
  • Stefan Effenburg
  • Diego Maradona

Directed by Spain’s Pedro Martin-Calero with a Hollywood crime vibe, the campaign pits the four legends against each other as we attempt to find out who stole the cup.

Bwin requires viewers to guess which gaming legend did what as from May, but all other betting brands are requesting consumers to bet on outcomes of matches as from June.

All of the football legends suspected of stealing the cup will feature prominently in the campaign running on the internet, on TV and out of home.

To sweeten the deal, Robert Pires will feature in behind-the-scene footage, interviewing each of the football legends on their former glory days and future plans.

Adam Lewis, CMO at GVC, is full of praise for the team at bwin. He disclosed that GVC worked with the best hands and minds in the gaming industry to create the campaign, adding his company is not settling for second place in the industry.

“Being smart, creative and bold is in GVC’s DNA and again our teams have delivered with this blockbusterWorld Cup campaign, it will entertain and engage our players and audiences globally, plus reinforce bwin’s position as Europe’s leading and most innovative sportsbook,” he said.

Lewis further disclosed that the campaign launches across Europe this week. The countries include:

  • Germany
  • Greece
  • Spain
  • Italy
  • France
  • UK
  • Belgium
  • Denmark
  • Sweden

Viewers have been left hanging on who the actual cup thief is, with the main culprit to be revealed at the beginning of the tournament in June.

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