There Will Be Signs

Background:

Sunbet is an online betting and gaming platform specialising in slots, games and sports betting. Their brief to us was to create a 45-second TVC for broadcast and social channels alongside 4 20-second cutdown TVCs that bring the ‘There Will Be Signs’ concept to life in an authentic, entertaining, humorous and locally relevant way.

Our Insight:

"There will be signs"

A popular meme phrase meaning that if the speaker wins the lottery or gains immense wealth, they won't announce it, but their sudden, extravagant lifestyle (lavish purchases, peculiar luxury items) will make it obvious.

The Idea:

"They won't tell you they've won with Sunbet, but there will be signs."

We created locally relevant ads that bring the concept ‘There Will Be Signs’ to life using uniquely South African characters and scenarios that most South Africans can relate to.

Exaggerating uniquely South African and lavish spending insights found in township culture, we introduced South Africans to 'signs' that they could use to tell other people, like their neighbours, friends, family, colleagues and random strangers when they've won big from playing Sunbet games, driving the key objective: to encourage them to start gaming on our platform for a chance at winning.