Cracking the code

Bet Victor



As part of  BetVictor’s “Crack the Code” promotion, one lucky player will be winning winning £100K. In order to be in with a chance of winning, players collect codes for every £5 bet they place during the tournament. Every football match has its own unique six-digit code which corresponds to the cards, corners and shots on target for each team. If the numbers in their code match those in the World Cup Final, then they’ve cracked it and won £100,000.

To create this series of OOH posters, I worked with artist Melvin Galapon to create a distinctive visual aesthetic to bring together the campaign. Arranging thousands of digits, they were able to create 3D images of players, cards, corners and shots on target. 

Alongside the campaign we also created an explainer film that lived on the Bet Victor website to break down how the ‘Crack the Code’ promotion worked.

Around this time Bet Victor were also introducing a new Bet Builder to their site, so I also created an explainer film to compliment that launch for use on socials (1:1, 9:16) and their website (16:9).