Sports betting company Bwin is inviting viewers to bet on the outcome of an interactive car racing film in a new pan-European campaign from BBH Sport.
The 90-second launch film, timed to coincide with the start of the Premier League soccer season, features black and yellow cars screeching through the streets, before stopping suddenly and prompting the audience to back either yellow or black for the winner at bwin.com. Another film will launch on Sept. 12, revealing the winner of the race, and the winners of the 100,000 pound prize.
The production, filmed in Thailand, uses stunt drivers who have worked on several Bond and "Fast & Furious" movies and was directed by Iconoclast's Nima Nourizadeh, best known for his feature films "Project X" and "American Ultra."
The campaign will run across Europe, including Germany, Italy, Belgium, Greece, Spain, France, Denmark, Netherlands and the U.K. It's designed to position Bwin as a more interactive, inventive betting brand and is the first work from BBH since the agency was appointed in March.