Creating Betfred’s £5 Million Christmas Giveaway

The Christmas ads are coming thick and fast this month and we’re adding some uplifting work of our own to the seasonal mix.

Betfred’s Let It Snow campaign has just gone live, offering five lucky customers the chance to win a million pounds each (if it snows on Christmas Day).

We spent months working closely with their team to create and produce TV, radio and social content for the potentially life-changing giveaway – celebrating the joy that comes from spending time with family and friends and enjoying stand-out sporting fixtures during the holidays.

As you’d expect, music was central to this campaign. From the start we knew we wanted to use the classic Let It Snow track and built our creative around this, enlisting a 16-piece big band to record our own, live, upbeat version.

Art direction and set styling had to reflect the scale and significance of the giveaway AND the importance of festive sport to Betfred customers – so we created an impressive series of distinct scenes and backdrops, including everything from race meets, Christmas markets, Boxing Day darts and footie fixtures.

We recruited more than 100 supporting artists, decked out in Christmas jumpers, sparkly outfits and festive fancy dress to belt out a singalong version of Let It Snow while the snow cannons did their stuff.

Shot over two days, the result is a campaign with more Christmas cheer than a tinsel-covered, case-full of Baileys. It’s a snapshot of happy holiday joy that we hope will make people smile – and ultimately, engage with a potentially life-changing giveaway.