Turning the back of the Belgian title fighter into a live bet for sports-betting platform Bingoal.

To make the Ghent Boxing Gala’s leading sponsor, sports-betting platform Bingoal, the talk of the town during the event, we came up with a quite special ad. On the night of the title fight, reigning Belgian champ Kevin Ongenae entered the ring with a painted Bingoal ad on his back. The ad stated: “How long does this title survive?”. Present, online and TV spectators could experience how sweat, tears and a number of direct hits made the ad perish, and make a live bet about when that would happen. The commercial title fell after 4 rounds, the champ’s title still stood strong after the 12 round fight. All of this making our campaign.. wait for it.. a direct hit!

Client: Bingoal Agency: Talk of The Town Concept: Gertjan De Smet Production: Talk of The Town DOP: Stefan Van Diest Director: Gertjan De Smet