The brief
William Hill needed a campaign strapline for their sponsorship of Rugby League's engage Super League. They also needed ad copy that helped match programme ads sell their betting services 'off the page'.
The execution
The twist on the well-known phrase "in league with..." works of several levels. It flatters readers, implying that the players and fans of rugby league are "the best" - but it also suggests that William Hill is.
The rest of the ad copy deals with William Hill's key rugby league proposition: more ways to win than any other bookmaker.
The outcome
The 'In League with the Best' slogan has been taken and used in perimeter advertising, on-pitch advertising and in video ads, including one shown at Wembley before and during rugby league's prestigious Challenge Cup final.
William Hill needed a campaign strapline for their sponsorship of Rugby League's engage Super League. They also needed ad copy that helped match programme ads sell their betting services 'off the page'.
The execution
The twist on the well-known phrase "in league with..." works of several levels. It flatters readers, implying that the players and fans of rugby league are "the best" - but it also suggests that William Hill is.
The rest of the ad copy deals with William Hill's key rugby league proposition: more ways to win than any other bookmaker.
The outcome
The 'In League with the Best' slogan has been taken and used in perimeter advertising, on-pitch advertising and in video ads, including one shown at Wembley before and during rugby league's prestigious Challenge Cup final.
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