Challenges
Let's talk about the market challenge. Betting is when fans and nerds bet on sports—this was the profoundly ingrained stereotype we had to overcome.
And then the product challenge. As a brand, Favorit had already turned 20 in 2019. But it remained a ‘Cyrillic’ brand, most of the betting took place in the sportsbook's offline locations, and the brand's visuals had hardly evolved at all since its inception, even though Favorit set up sub-brands in Belarus, Croatia, and Romania.
Solution
Our primary objective was to change the perception of betting. In Ukraine, sportsbooks bellow about winning. And by winning, they imply money. However, betting is about emotions rather than cash. Losing a bet is no big deal if it adds drive to an otherwise dull match. Therefore, we decided to highlight FAVORIT SPORT's role for consumers. We are hot sauce. We add emotions, heat, and kick even to the most tedious matches. With FAVORIT SPORT, you are guaranteed a wealth of emotions, as well as some money to boot if your bet wins. It's a WIN-WIN situation.
Design
The rejuvenated brand needed an updated design system. We started with the logo. Our design of Favorit's ‘crown’ is symbolic of the game, bets, as well as rising and falling odds.
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‘Light up the game!’ became the new slogan, dictating that the brand be flamboyant and somewhat wild. Therefore, we integrated stylistically disparate illustrations into one design system.
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Communication
The advertising campaign was grounded in a simple but important idea: it's sad to live sadly. You need to fill each of your days with emotion. And FAVORIT SPORT knows just how to do it! Light up the game!
FAVORIT
marketing director — Nik Rudenko
marketing manager — Anatoliy Symachynskiy
brand manager — Alex Malyshko
head of the offline marketing department — Аlexander Levchenko
SEEK STUDIO
director — Kostiantyn Sen, Olha Korzhunska, Andrei Serbin
director/dop — Slava Melnik
executive producer — Khytry Kostya
muse — Ann Kovalskaya
photographer — Kseniya Kargina
dop (2nd unit) — Danil Maystro
producer — Taya Holiy
producer assistant — Nastya Kyrychenko
pm — Andrey Grishai
lm — Vlad Valovoy
casting — Sofi Pashkual
style assistant — Vet Manko
make-up — Alisa Fun
gaffer — Maksym Maksymchuk
steadicam — Sergey Revutskyi
admin — Julia Moroz
artdep — Vasiliy Becam
bts — Oleg Bondarenko
edit — Andrei Serbin
3d stadium — Positive Post
2d animation shotopop — Dima Kyevda
sound — Dmitriy Avksentiev
sound mixing and mastering — Baker Street Sound Studio
FEDORIV