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案例简介：超越 + 超越和 BETWAY 庆祝对游戏的热爱 全球在线博彩公司 Betway 在其 “热爱游戏” 平台下推出了两集中的第二集，灵感来自电影的黄金时代。 “Temple” 遵循 “lair” 在戏剧化的 “为游戏的爱” 运动思想，当游戏的一切只是一个分心。引用已故伟大的比尔 · 香克利的话，“足球不是生死攸关的事情。比这严重得多 ”。 这两集都是使用 Beyond 的模块化方法制作的。通过模块化，多个故事情节变体被紧密地绘制和拍摄，以创建一个高度灵活、可快速部署的场景工具包，可以组合在一起，在整个活动生命周期中创建大量不同的叙述和不同的沟通需求。该技术还允许品牌在实时广告的前沿工作，并与广播公司合作展示实时博彩赔率。 这场运动是由电影界的一些顶尖人才发起的。广告总监汉娜 · 玛丽亚 · 海德里奇是进入英国最炙手可热的导演之一，此前她为特里瓦戈和斯特拉 · 阿图瓦开展了广受好评的活动。 摄影导演蒂姆 · 莫里斯 · 琼斯是盖伊 · 里奇在电影方面的最佳人选，包括夏洛克 · 福尔摩斯和《抢夺》，以及《踢屁股 2 》和《黑衣女人》。 皇家赌场和纳尼亚编年史等电影的布景设计师马卡塔 · 科林科娃 (Marketa Korinkova) 利用在好莱坞布景上磨练出来的技术，在 Betway 电影中创造了 “temple” 和 “lair” 的室内设计。 延续 “好莱坞黄金时代” 的主题，这些特效主要是 “在相机中” 拍摄的，而不是依靠计算机图形来赋予动作规模和物理性。 Betway 的营销和运营总监安东尼 · 沃克曼说: “在一次非常成功的 '热爱游戏' 活动之后, 很高兴继续我们的工作，我们的最新广告非常令人兴奋。 我们引进了一群非常有才华和非常精选的人来参与这项最新的活动，我们对结果感到高兴。" 以上 + Beyond 的执行创意总监大卫 · 比尔说: “在 '热爱游戏' 的第二年，梦之队真的感觉走到一起了。我们非常幸运地在汉娜 · 玛丽亚在英国登陆一些大项目的时候出现了。我们有幸拥有她周围团队的素质。我们还有一年的时间和角色生活在一起，探索他们可以居住的电影世界，感觉这是最具视觉野心的人的回报, 有趣和迷人的运动，我们已经为 Betway 创建。”
寺庙
案例简介：ABOVE+BEYOND AND BETWAY CELEBRATE THE LOVE OF THE GAME Betway, the global online betting company, has launched the second of two new episodes under its “For the Love of the Game” platform, taking inspiration from the golden age of cinema. ‘Temple’ follows ‘Lair’ in dramatizing the ‘For the Love of the Game’ campaign thought, that when the game’s on everything else is a mere distraction. To quote the late great Bill Shankly, “Football’s not a matter of life and death. It’s far more serious than that”. Both episodes were produced using Above+Beyond’s Modular approach. With Modular, multiple storyline variants are tightly plotted and shot to create a highly flexible, rapidly deployable, toolkit that can be combined to create a large number of distinct narratives and different communication needs throughout a campaign's lifecycle. The technique also allows the brand to work at the cutting edge of real time advertising and collaborate with broadcasters to display real time betting odds. The campaign was delivered by some of the leading talent in the filmmaking world. Hanna Maria Heidrich, the director of the ads, is one of the hottest directors breaking into the UK, following her work on acclaimed campaigns for Trivago and Stella Artois. Tim Maurice-Jones, the director of photography, was Guy Ritchie’s DOP on films including Sherlock Holmes and Snatch, as well as Kick-Ass 2 and The Woman In Black. Marketa Korinkova, the set designer on Casino Royale and The Chronicles of Narnia among others, used techniques honed on Hollywood sets to create the ‘Temple’ and ‘Lair’ interiors in the Betway films. Continuing the “Golden Age of Hollywood” theme, the special effects were largely shot “in camera” rather than relying on Computer Graphics, to give scale and physicality to the action. Anthony Werkman, Marketing and Operations Director at Betway, said: “After a very successful campaign with ‘For the Love of the Game’, it’s great to be continuing our work with Above+Beyond and our latest ad is very exciting. We’ve brought in an extremely talented and very select group of individuals to work on this latest campaign and we’re delighted with the outcome.” David Billing, the Executive Creative Director at Above+Beyond, said: “For this second year of ‘For The Love Of The Game’, it really feels like the dream team has come together. We were hugely lucky to happen on Hanna Maria just as she’s landing some big projects in the UK. And we were blessed with the quality of the team around her. We’ve had another year to live with the characters and explore the cinematic worlds they can inhabit, and it feels like it’s paid off with the most visually ambitious, funny and engaging campaign we’ve created for Betway yet.”
Temple
案例简介：超越 + 超越和 BETWAY 庆祝对游戏的热爱 全球在线博彩公司 Betway 在其 “热爱游戏” 平台下推出了两集中的第二集，灵感来自电影的黄金时代。 “Temple” 遵循 “lair” 在戏剧化的 “为游戏的爱” 运动思想，当游戏的一切只是一个分心。引用已故伟大的比尔 · 香克利的话，“足球不是生死攸关的事情。比这严重得多 ”。 这两集都是使用 Beyond 的模块化方法制作的。通过模块化，多个故事情节变体被紧密地绘制和拍摄，以创建一个高度灵活、可快速部署的场景工具包，可以组合在一起，在整个活动生命周期中创建大量不同的叙述和不同的沟通需求。该技术还允许品牌在实时广告的前沿工作，并与广播公司合作展示实时博彩赔率。 这场运动是由电影界的一些顶尖人才发起的。广告总监汉娜 · 玛丽亚 · 海德里奇是进入英国最炙手可热的导演之一，此前她为特里瓦戈和斯特拉 · 阿图瓦开展了广受好评的活动。 摄影导演蒂姆 · 莫里斯 · 琼斯是盖伊 · 里奇在电影方面的最佳人选，包括夏洛克 · 福尔摩斯和《抢夺》，以及《踢屁股 2 》和《黑衣女人》。 皇家赌场和纳尼亚编年史等电影的布景设计师马卡塔 · 科林科娃 (Marketa Korinkova) 利用在好莱坞布景上磨练出来的技术，在 Betway 电影中创造了 “temple” 和 “lair” 的室内设计。 延续 “好莱坞黄金时代” 的主题，这些特效主要是 “在相机中” 拍摄的，而不是依靠计算机图形来赋予动作规模和物理性。 Betway 的营销和运营总监安东尼 · 沃克曼说: “在一次非常成功的 '热爱游戏' 活动之后, 很高兴继续我们的工作，我们的最新广告非常令人兴奋。 我们引进了一群非常有才华和非常精选的人来参与这项最新的活动，我们对结果感到高兴。" 以上 + Beyond 的执行创意总监大卫 · 比尔说: “在 '热爱游戏' 的第二年，梦之队真的感觉走到一起了。我们非常幸运地在汉娜 · 玛丽亚在英国登陆一些大项目的时候出现了。我们有幸拥有她周围团队的素质。我们还有一年的时间和角色生活在一起，探索他们可以居住的电影世界，感觉这是最具视觉野心的人的回报, 有趣和迷人的运动，我们已经为 Betway 创建。”
Temple
案例简介：ABOVE+BEYOND AND BETWAY CELEBRATE THE LOVE OF THE GAME Betway, the global online betting company, has launched the second of two new episodes under its “For the Love of the Game” platform, taking inspiration from the golden age of cinema. ‘Temple’ follows ‘Lair’ in dramatizing the ‘For the Love of the Game’ campaign thought, that when the game’s on everything else is a mere distraction. To quote the late great Bill Shankly, “Football’s not a matter of life and death. It’s far more serious than that”. Both episodes were produced using Above+Beyond’s Modular approach. With Modular, multiple storyline variants are tightly plotted and shot to create a highly flexible, rapidly deployable, toolkit that can be combined to create a large number of distinct narratives and different communication needs throughout a campaign's lifecycle. The technique also allows the brand to work at the cutting edge of real time advertising and collaborate with broadcasters to display real time betting odds. The campaign was delivered by some of the leading talent in the filmmaking world. Hanna Maria Heidrich, the director of the ads, is one of the hottest directors breaking into the UK, following her work on acclaimed campaigns for Trivago and Stella Artois. Tim Maurice-Jones, the director of photography, was Guy Ritchie’s DOP on films including Sherlock Holmes and Snatch, as well as Kick-Ass 2 and The Woman In Black. Marketa Korinkova, the set designer on Casino Royale and The Chronicles of Narnia among others, used techniques honed on Hollywood sets to create the ‘Temple’ and ‘Lair’ interiors in the Betway films. Continuing the “Golden Age of Hollywood” theme, the special effects were largely shot “in camera” rather than relying on Computer Graphics, to give scale and physicality to the action. Anthony Werkman, Marketing and Operations Director at Betway, said: “After a very successful campaign with ‘For the Love of the Game’, it’s great to be continuing our work with Above+Beyond and our latest ad is very exciting. We’ve brought in an extremely talented and very select group of individuals to work on this latest campaign and we’re delighted with the outcome.” David Billing, the Executive Creative Director at Above+Beyond, said: “For this second year of ‘For The Love Of The Game’, it really feels like the dream team has come together. We were hugely lucky to happen on Hanna Maria just as she’s landing some big projects in the UK. And we were blessed with the quality of the team around her. We’ve had another year to live with the characters and explore the cinematic worlds they can inhabit, and it feels like it’s paid off with the most visually ambitious, funny and engaging campaign we’ve created for Betway yet.”
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