Bonds of brotherhood at the heart of William Hill’s new brand campaign

To drive more excitement, energy and momentum for the William Hill brand and to position it as the authority on responsible betting, 72andSunny Amsterdam has elevated their new positioning based around the concept of brotherhood.

The new campaign is part of a wider business initiative William Hill is undertaking to position itself for the future as the industry becomes increasingly more digital and regulated. 

Creative agency, 72andSunny Amsterdam identified an opportunity to elevate betting, William Hill and its business by showcasing that the brand brings friends together through the shared love of sport; demonstrating that betting with William Hill can provide a positive moment of connection between friends. By socialising betting, William Hill is providing a welcome opportunity to connect, irrespective of whether you win or lose.

In the work, a suite of assets across TV, social, digital, print, and OOH, show the various ways a group of friends stay connected through sport. Good-natured repartee is interwoven throughout the suite of assets while conversations and decisions around sport and betting unfold – both in person and via messaging. By the end, it is clear that they're all united by their shared passion for sport - even when they can’t be in the same place at the same time.

William Hill’s ‘It’s who you play with’ campaign breaks on national television in the UK this week, followed by a rollout in Spain. Ads, across all media, will align with great moments in sport that resonate with the William Hill audience. TV advertising is running on BT, Sky, ITV and Channel 4, with supporting activity online, in William Hill stores, and on the William Hill app. 

Charlotte Emery, Global Brand and Marketing Director at William Hill said "The love of sport brings people together and William Hill is all about enhancing that enjoyment – betting is at its very best when it is a social experience and that is what our new campaign aims to capture."

Matt Firth, Creative Director at 72andSunny Amsterdam, added: "Working with William Hill felt like an opportunity for a really fresh take on the betting category. We wanted to get away from all the tired lads and larger stereotypes to create something that felt more relatable and showcased the best of betting. For us, that meant showing how a bet can bring people together, fuel conversation and create real moments of connection."



Creative Agency: 72andSunny Amsterdam

Director: Bob Harlow

Production Company: Somesuch

Sound Design Company: 750mph

Post/VFX Company: ETC - Electric Theatre Collective

About William Hill

William Hill PLC is one of the world's leading betting and gaming companies, employing over 16,000 people. Its origins are in the UK where it was founded in 1934, and where the company is listed on the London Stock Exchange. With headquarters in London and Leeds it has a national presence of licensed betting offices in Great Britain and Northern Ireland and is one of the country’s leading online betting and gaming services. In 2012, it established William Hill US with a focus on retail and mobile operations in Nevada, which is now the largest sports betting business in the USA. William Hill US ( currently operates 113 race and sports books in Nevada and the state's leading mobile sports betting app. William Hill is operating in New Jersey at Monmouth Park Racetrack, Ocean Resort Casino, Tropicana Atlantic City, and online with the William Hill New Jersey sports betting app as well as in West Virginia at Mountaineer Racetrack.  William Hill also operates four sports books in Iowa at Prairie Meadows Racetrack & Casino, Lakeside Hotel & Casino, Isle Casino Hotel Waterloo and Isle Casino Hotel Bettendorf. William Hill is a licensed sports betting provider in numerous casinos in Mississippi, Pennsylvania, Rhode Island, and New Mexico, and serves as the exclusive risk manager for the sports lottery in Delaware.  William Hill has licensed operations in The Bahamas, Italy, Spain and Sweden and serves online customers in the UK, Ireland and throughout the world from its digital hubs in Gibraltar and Malta.  In February 2019 it completed the acquisition of MRG Group acquiring the Mr Green and Redbet brands and with it an expanded pan-European footprint in faster growing online betting and gaming markets. 

About 72andSunny Amsterdam

72andSunny is an ideas company that exists to expand and diversify the creative class and drive brand transformations. The company has been recognized as one of Fast Company’s Most Innovative Companies for two years in a row and is a two-time "Agency of the Year" winner for Advertising Age and Adweek. With offices in Amsterdam, Los Angeles, New York, Singapore and Sydney, 72andSunny’s clients include Activision, adidas, Axe/Lynx, Barilla, Ciroc, Comcast, Coors, Dropbox, eBay, Google, General Mills, Seventh Generation, Smirnoff, Starbucks, Tillamook, Truth and Uber. For more information, visit

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16 Sep 2019

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