With our Vegas spot still doing the business after months of airtime, William Hill once again asked us back to pitch on this little number for the start of the racing season.

Our brief was to deliver the message that William Hill is the home of the serious punter; who knows the facts and figures, the horses and the riders, the courses and the trainers.

They wanted our punchy graphic style but toned down slightly to suit a more discerning punter, which meant big words, enough time to read them and nothing too flamboyant in the animation department.

As a backdrop to the typography, we used the colourful graphics of the jockey’s silk jackets as our main visual cue and coupled that with bold 3D racing iconography; binoculars, racing posts, enclosure badges...

Produced, Directed & Designed: Art&Graft
Agency: BMB
Client: William Hill

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