To inaugurate its new offices in Boulogne-Billancourt, the company Kindred France presented the 1st campaign film for its UNIBET brand, the all-new partner of Paris Saint-Germain. The Kindred France teams, led by Mathieu DRIDA, played host to Pierre-Christophe BAGUET, the Mayor of Boulogne, as well as Henrik TARJNSTROM, CEO of the Kindred Group to discover the new communication approach. The campaign plan was produced by the agency, WILLIE BEAMEN, which is also responsible for the strategic thinking behind the new brand platform, UNIBET.

‘Born to win’ THE NEW PLATFORM FOR THE UNIBET BRAND

Ergonomic and high quality, in view of the incredible range of sports bets available, UNIBET is already the most popular ‘app’ amongst experienced gamblers. The objective of the brand today is to make more headway amongst the 18-25-year-old age group. UNIBET has therefore initiated a strategic process to redesign its brand identity in line with its new challenges.

The teams worked on recreating its brand platform based on the winning spirit which spurs on an entire generation, contemporary to Kylian Mbappé. More agile and ambitious than their elders, UNIBET sees in them, the leaders of tomorrow, ‘Born To Win,’ leaders with an audacious, assured attitude, a leitmotiv which runs through its entire new identify and its forthcoming communications.

A NATIONWIDE CAMPAIGN

The brand film depicts this entire generation, gamblers, players and elite sports men and women, all driven by this same thirst for winning.

In the form of short clips, the platform’s users intermingle, engrossed in their telephones, the Paris Saint-‐Germain players strut their stuff and people who simply love playing sport, come together to celebrate victory. A fast-paced film in which an entire generation exhilarated by winning, finds its voice, and is filled with infectious energy.

The film was shot between Paris (Parc des Princes) and Kiev (Ukraine). It features 5 players from Paris Saint-
Germain: JR Neymar – K. Mbappé – E. Cavani – Marquinhos and P. Kimpembe. Several formats will be broadcast on TV (30s/15s) and on the web.

To support this film, a campaign of posters featuring visuals of Paris Saint-Germain players and platform users will be run in French cities. Each person is shown in a posture displaying all the confidence of those live to win.

The film : discover the movie

UNIBET also has brand visibility with the Parc des Princes on the screens inside the stadium and on the LED panels. NB: the European wide partnership was signed last July.

 

Campaign production team

Agency WILLIE BEAMEN

Creative Director: Damien Réal & Nicolas Moreau

Strategy Director: Charles Halgelsteen

Agency Advertising Executives: Nicolas de Fautereau, Bertrand Regnier-Vigouroux, Maurin Dupouy

TV PROD : Yaël Eligoulachvili

Production : Partizan

Production : Stan Bertin

Film Director : Fabrice Coton