The World Cup in Russia 2018 was by far the biggest betting event of the year with a staggering €136 billion in turnover during the tournament. For betting brands, it is a next to impossible job to break through the massive marketing investments across the globe. Regarding this project, Betsson didn’t actually give us a brief. Bonnier News Brand Studio had an ongoing partnership with the client and they approached us with a plan to do an eight-page printed insert in the Bonnier News title Expressen, as a campaign to show themselves on the market for the World Cup in Russia. We wanted to give people a new way to experience the FIFA World Cup and of course, put Betsson in a unique position in terms of technology pioneering. So, we decided to challenge Betsson and presented an AR-idea to put their name on the map for the World Cup. The Swedish sports betting market is both crowded and stereotype, and we set out to change that by giving the users an experience that provided value, as well as a great bet.