William Hill Sporting Campaigns
With every new year, comes a new array of campaigns for each event over the sporting year. These campaigns run for the the full season, with a fresh new look that entices customers to bet on their favourite athlete.
Skills
Campaign concepts, Graphic Design, Digital Design, Print & Retail
Employment
William Hill
French Open 2022
Working collaboratively with the Senior Designer and a Secondary Designer, we were tasked with designing and producing an elevated, overarching creative style which separates French Open 2022 creative from BAU offers.
Background
The French Open (also known as Roland-Garros) is a major tennis tournament held over 2 weeks at the Stade Roland-Garros in Paris. The French Open is the premier clay court championship in the world and the only Grand Slam tournament currently held on this surface.
Compliance Restrictions
Tennis events/ tournaments are heavily protected through intellectual property rights. To avoid any trade mark infringement enforcement action, throughout the campaign and concept building process, there were many compliance restrictions to consider. These included but not limited to:
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Not use any registered trade marks such as French Open logos or the traditional Green and Orange Colour Scheme;
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Use similar colours, graphics or fonts as French Open Branding;
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Use of any official slogans;
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Show any cups, medals or trophies;
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Refrain from using crowd imagery;
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No use of high profile players unless the market directly relates
to that player. No use of any player under the age of 25.
Moodboards/Creative References
French Open Creative Concepts
The below concepts explore the various routes for the 2022 French Open campaign. Concepts include player focused imagery, typographic, graphic routes inspired by grids on a tennis courts and combining elements from different routes.
Selected Routes
The following imagery presents the chosen creative route for the 2022 French Open. A stripped back design focuses more on player imagery with the Sporting Orange beam being a strong aspect to the design, to stay close to the WH sports brand. The generic creative lends itself to any marketing offer or organic marketing as customers will easily relate the tennis ball image to the Sporting Event of the season.
Summer Of Sport 2022
Collaborating with the Sports Senior Designer, the brief was to design and create a bold, creative and original summer sporting campaign to give William Hill sporting trebles a push.
Background
The first sporting summer after Covid 19 restrictions on all events. With no mens football ahead of Qatar 2022 Winter, the Women's Euros and the Flat racing showpieces were the focus of the Sporting Trebles. Crowds were back at full capacity at UK racetracks for the first time since 2019. Other sporting events within the campaign include Wimbledon, Test match cricket and The Open golf.
Research
Research analysis of past Summer of Sport creatives, competitors including PaddyPower, Ladbrooks and SkyBet and trends.
Summer Boosted
Inspired by retro gaming trends, this approach introduces visual elements that will give us the chance to cross-sell to Vegas customers. The retro design brings back a nostalgic route using the half tone textures with a contrast of cartoon like 3D assets. The colours and assets are interchangeable depending on the sporting focus.
Additional Imagery
Ryder Cup 2021
Working independently to design the creative for the 2021 Ryder Cup campaign. Unlike the more recent campaigns above, this was to follow William Hill's BAU style using the multi-sport orange. The concepts were to include a generic, team-specific and player-specific solutions.
Background
The Ryder Cup is a biennial men's golf competition between teams from Europe and the United States. The competition is contested every two years with the venue alternating between courses in the United States and Europe.
Inspiration / Research
Exploration into golf related imagery would guide me to explore various different routes. Shields presented themselves as a good option as they would reflect the official Ryder Cup shield. Inspirational research was also conducted into golf course imagery, flags and players and generic golf imagery.
Concepts
Golf Tee
Using a golf ball image as the main focus. The generic option would present both the EU and USA flag together. Team specific shows the an individual flag and player specific would show a specific player and their representative flag. Experimentation into the amount of orange coming through the image.
Shields
Reflecting the Ryder Cup shield but using William Hill's own shields to avoid any compliance or legal issues. The shields would be recognisable to customers as there are also used across the football campaign however the use of golfing imagery in the background and use of Multi-Sport orange would set it apart and appear different enough from the football banners.
Flags
Focusing on flags to represent both generic and team specific offers. Background imagery would show a golf course to link the creative to golf as well as an alternative option of including the crowd.
Player Specific
Player Specific banners would present a single player relating to the offer with either the generic golf course imagery or representative flag.
