Back Yourself

‘Back yourself’ is the new brand positioning created for online bookmaker Ladbrokes, expressed in a campaign that captures the raw beauty and brawn of both athlete and animal, across Australia’s sporting gamut. Those crucial moments in our favourite sports are examined in glorious detail in a campaign that speaks directly to the informed punter – the people who truly know their sport, see what others can’t, and back their decisions even in the face of seemingly unbeatable opposition.