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BCLC’s PlayNow Sports Gets Naked to Stand Out in Sports Betting’s Sea of Same

New lighthearted campaign from One Twenty Three West aims to show transparency in sports betting.

You know what they say about how to relax when facing a stressful situation: Just picture everyone else naked. One Twenty Three West worked with BCLC’s PlayNow Sports to tap into this saying for a new campaign addressing the sometimes murky, in-your-face world of sports betting.

“Sports betting commercials are a sea of same,” says One Twenty Three West creative director Kate Roland. “They’re flashy, loud, and often not super clear—who am I betting with? Where’s my money going? We wanted to turn that intimidation factor on its head and lighten up the experience. With PlayNow Sports, there’s nothing to hide. You can just focus on enjoying the game.”

The “Picture Them Naked” spot shows football, hockey, and soccer through the eyes of potential sports bettors, doing just as the saying suggests: picturing everyone naked. The tone is light-hearted rather than the swagger that tends to define the category.

“As British Columbia’s only legal sports-betting site, PlayNow Sports gives a certain peace of mind that other betting sites just can’t offer,” says Jessica Bieniasz, Senior Specialist, Sports Brand & Advertising, BCLC at PlayNow Sports. “Our goal is to reduce intimidation on all fronts, so that people can get into the fun of the game. Not only are we B.C.’s home for safe and secure sports betting, we want to make it easier to learn your way around all the jargon and how to bet.”

The campaign launched this month in B.C. and continues through the fall on TV, online, and across social channels.

Credits:

Title: Picture Them Naked

Client: BCLC

Senior Manager, Brand, Advertising, & Media: Michelle Wilson

Manager, Brand & Advertising: Julie Ivanusec

Senior Specialist, Brand & Advertising: Jessica Bieniasz

Agency: One Twenty Three West

Executive Creative Director: Rob Sweetman, Bryan Collins, Mo Bofill, Jeff Harrison

Creative Director,  Writer : Kate Roland

Associate Creative Director, Art Director: Marie Cermakova

Managing Director, VP: Jaime Nilsson

Account Director: Maurine Cardoso

Producer: Lorrie Zwer

Production Company: Radke

Director: Matt Kazman

Director of Photography: Byron Kopman

Executive Producer: Dan Ford

Visual Effects: Nox Visual Effects

Editorial: Cycle Media

Editor: Mathew Griffiths

Colourist: Sam Gilling

Audio/Music: Wave Productions

Audio Director: Craig Zaruzan

Media Agency: Cossette Media

Group account Director: Michelle McBeth

Associate Account Director: Mallory Smylie

Media Planner: Jasmine Dhaliwal

Media Coordinator: Mili Mathur