Just days after sealing a deal with Accenture, Karmarama has scooped the top industry gong of the DMA grand prix for its Unibet ‘Luck is no coincidence’ campaign, as well as four golds.
For Unibet, Karmarama created a data-driven 6-episode and 30-“minisode” long series of films through its content production division Kream.
Each film brought to life the core idea of luck being no coincidence and instead focused on the intersection point between sport, science, data and betting, thereby helping customers make more informed bets. For example, it examined how weather affects the individual performance of players and teams.
The sport and entertainment series was hosted by the former England footballer Jermaine Jenas and YouTube freestyle footballers The F2 Freestylers, who have 3 million subscribers. The campaign was shot in seven languages running in globally in markets including the UK, Sweden, Norway, Denmark, Belgium, Romania and Australia.
On the night, the agency tied with MRM Meteorite which also picked up four golds, while OgilvyOne UK netted three.
This year’s awards had the broadest field and consequently the highest number of individual winners. Engine, Havas Helia, Lida, WDMP and Weber Shandwick piucked up two golds apiece. The leading trio of brands, each taking home three gold were DFS, Microsoft and What3Words.
DMA managing director Rachel Aldighieri said: “This year’s DMA Awards included one of the largest fields in its history, which resulted in one of our most diverse shortlists vying for a gold on the night. What sets the DMAs apart is the rigour with which we judge each and every campaign. In our eyes a great campaign gets results, sits on rock solid strategy and fizzes with creativity, Karmarama delivered on all these points for Unibet and are a worthy winner of this year’s Grand Prix.”
DMA chair Julia Porter added: “Every one of this year’s Gold winners delivered on the three judging pillars of creativity, strategy and results – for that they should all be commended. However, there can only be one winner of the Grand Prix and amidst a range of high quality campaigns and innovative thinking in this year’s Grand Prix, Karmarama’s Unibet campaign was a highlight. It successfully combined a brave strategy in a challenging sector to truly stand out with great creative and fantastic results.”
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