„We wanted to stand out from the crowd, and I think we managed it. The goal is to reach younger people and those who don’t usually play. When better to be bold than on Friday the 13th?“
Martin Babec
Lottery Category Manager, Allwyn
Allwyn
How we wrote a happy ending for Friday the 13th
For Allwyn we created a Sportka lottery campaign that borrows its suspense from horror films. The result: three live-action spots, a series of key visuals inspired by movie posters, and a concept that can return before every Friday the 13th to come.
A lucky day for occasional players too
On Friday the 13th, people who only bet once in a while also buy a Sportka ticket. For Allwyn, that is a chance to reach a wider audience, younger people included. Our task was to build a campaign that grabs attention during a very short flight, stays within the brand rules and still has a distinctive voice.
Allwyn presents: dread, terror and a happy ending
“Friday the 13th doesn’t have to be a horror story.” The whole campaign grew out of that line. Three spots open like film trailers and their heroes face some ominous moments: a noise in the flat, a creepy silhouette, a lift stuck on the thirteenth floor. Then comes the twist, and with it the chance of a happy ending.
We didn’t save the brand reveal for the end. The intro “Allwyn presents” is heard in the voiceover and shown on screen, so the brand is part of the story from the very first second.
„It’s not every day that a client bets on your bold idea and sticks with it all the way to the end.“
Michal Vitásek
Creative Lead, Symbio
Two nights in front of the camera
The spots were directed by Robert Hloz and shot by Old&Rich over two nights at two locations. The widescreen CinemaScope format and an original score composed for the campaign add to the cinematic feel. At the twist, the music changes its mood while the melody stays the same.
Most of the picture was captured in camera, with only minor visual effects and AI-assisted touches. The spots come in 30, 20, 10 and 6-second cuts, plus vertical versions for social media.
Key visuals straight out of a horror film
We carried the stories from the spots over to key visuals modelled on horror movie posters. The copy plays with the genre too: “Tip fate in your favour” and “Will you play Sportka and write your own million-crown happy ending?”
The campaign runs on TV, out-of-home and print, as well as online, on social media and on radio.
Client: Allwyn
Creative agency: Symbio
Creative Lead & Copywriter: Michal Vitásek
Art Director: David Arazim
Creative Director: Tomáš Urbánek
Project Manager: Miroslav Vodráško, Dominik Chvojka
Production: Old&Rich
Director: Robert Hloz
Director of Photography: Filip Hájek
Client team: Radka Bémová, Adéla Paličková
Formats: TVC (30s, 20s, 10s, 6s), OOH, print, online, social media, radio
Selected Work
SX Symbio Experience
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