Some two weeks ago, Ladbrokes launched a video celebrating the love of football and the World Cup that so many people around the world share right now. Ladbrokes was kindly asked to remove the video ‘Iconic Celebration’ from their YouTube channel due to sensitivity of using Christ the Redeemer in commercial content. Ladbrokes wanted to celebrate the World Cup by featuring the most iconic statue from the football motherland. Not to offend any but to embrace the World Cup notion.
Brazil is hosting this summer’s #WorldCup2014 and football finally returned to its home turf. For four weeks straight, Rio and Brazil is the nexus of celebration and passion as football fans around the world gather for the most iconic event in contemporary football history. This was the principle idea of #IconicCelebration from Ladbrokes.
The Danish ad from Ladbrokes took us straight to Rio to the ultimate celebration – using one of the world’s most famous symbols, the video leaped into a scenic shot of the 98 feet statue of Christ the Redeemer overlooking Rio de Janeiro wearing a football jersey.
The keyword for the campaign is passion, the passion all football fans share, and just this once every fourth year, everyone get to cheer together, regardless of nationality, religion and background – we cheer for football.