The brief was to take the best features of the tabs' backpage headlines (the sporting wordplay) to sum up a featured bet each week. Whenever one these ads was run in the Sun or the Mirror, the brand's revenue showed a direct increase.
This is my super soaraway favourite:
View it full-size here.
These ads also ran as digital banners, following the same creative route over three frames. For example:
Frame 1: Good Kop, bad Kop?
Frame 2: Gerrard to score first and Liverpool to win 2-1, 30/1
Frame 3: Interested?
Take a look at a couple more that hit the back of the net below the fold...
View it full-size here.
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