Championships in Your Hands - Superbet's new campaign
They say you can't watch everything at this tournament? You can! Superbet launches the "Championships in Your Hands" campaign.
In just a few days, the eyes of football fans worldwide will turn to the USA, Canada, and Mexico, where the biggest football celebration on the globe will begin. Time differences mean that many matches will be played late in the evening, at night, or in the early morning Polish time, posing new challenges for fans trying to follow the competition.
This schedule became the starting point for Superbet's new campaign, "The Championship is in Your Hands," which expands on our partner's global communication platform, "The Game is in Your Hands." Its idea revolves around freedom of choice, decisiveness, and the agency of fans, which translate into even greater sports emotions and better fan experiences. At the same time, the brand reminds us that even the greatest emotions should be experienced responsibly and... by getting up early.
Although many people say it's impossible to watch everything during a tournament played overseas, our sponsor, Superbet, decided to approach the topic with its characteristic humor and detachment. The campaign shows that cheering on your own terms, proper organization, and a responsible approach allow you to enjoy the emotions regardless of the match's playing time.
At the heart of the campaign is a sponsorship commercial featuring Superbet ambassadors Mateusz Borek and Sławomir Peszko. The campaign leverages their authenticity, football knowledge, and recognition. The story's starting point is a question many fans will ask themselves during the tournament: is it possible to watch everything? The campaign's answer is witty and light-hearted.
"They say you can't watch everything in this tournament. You can, but you have to get up early. That's what responsibility is about!" Sławomir Peszko asserts in the commercial.
The campaign creators deliberately avoided the grandiose narrative often accompanying communication around major sporting events. Instead, they focused on humor, everyday fan experiences, and situations that will be familiar to all fans following matches played across the Atlantic: whether in the evening, in the middle of the night, or just after waking up.
When building the campaign, we wanted not only to tell a story related to World Cup emotions but also to further develop the "The Game is in Your Hands" platform. This is a multi-channel project encompassing television, digital, and activation activities that we will develop in the coming weeks. Mateusz Borek and Sławomir Peszko also play an important role in the campaign, with their personalities and authentic perspective on football helping us tell this story in a way that resonates with fans – says Katarzyna Gawlik, Marketing Director at Superbet.
An important element of the campaign is also the motif of hands, which expands the "The Game is in Your Hands" platform and is one of the main themes of the project's visual layer. It appears not only in the commercial but also in digital materials and social media. – We were looking for a simple and universal symbol that would allow us to talk about the agency of fans. This is how the motif of hands was born, which became an additional hero of our communication. It is hands that perform cheering gestures, express emotions, react to the course of the match, and symbolize decision-making. Thanks to this, we could show the idea that sports emotions and how they are experienced remain in the hands of the fans themselves – says Monika Płaczkowska, Senior Marketing Manager at Superbet.
"The Championship is in Your Hands" was prepared as a comprehensive 360° campaign, including television, outdoor, digital channels, and social media. The project resulted in several communication formats, including 30-, 15-, and 6-second television and digital commercials, materials dedicated to social media, and a photoshoot developing the campaign's key visual. These were adapted to various communication channels and touchpoints with recipients.
However, this is only the beginning of activities related to the tournament. In the second week of June, our partner will launch another phase of the campaign, focusing on special activations prepared for players. The brand announces additional activities engaging users and developing the idea of "The Championship is in Your Hands" throughout the tournament.
In creating the "The Championship is in Your Hands" campaign, Superbet collaborated with Sporting Agency and Endless, who combined strategic, creative, and production competencies, delivering a multi-channel project covering television and online activities. Graffiti Films production house was responsible for the production, and Florian Malak directed the commercials. On Superbet's side, Katarzyna Gawlik, Monika Płaczkowska, and Bartosz Malaka were responsible for the project's implementation.