Key Moments:
- Wildlings Creative developed a campaign aimed at young male gamblers highlighting the risks of pursuing the elusive “unicorn bet.”
- The initiative deployed creative assets across digital, social media, outdoor advertising, and in-venue placements throughout Perth and regional areas.
- Carat WA’s comprehensive media strategy focused on raising gambling harm awareness and directing individuals to confidential support services.
Innovative Campaign Tackles Risks of the “Unicorn Bet”
The allure of the “unicorn bet” – that magical, rarely-won wager promising to overturn losses – remains a powerful draw for many gamblers. In response, Wildlings Creative, a Perth-based agency, has unveiled a campaign aimed specifically at young men, highlighting the hazards often hidden behind these risky bets.
Strategic and Creative Outreach
Rejecting conventional, didactic approaches, the campaign employs humor and irreverence to forge a genuine connection with its audience. The messaging spans audio and high-impact digital placements, including Meta, TikTok, and PerthNow, as well as prominent outdoor locations. The initiative is further amplified with in-venue creative touchpoints such as branded beer coasters distributed in Perth CBD, plus digital ads across regional hotels, pubs, taverns, and airports.
Wildlings’ Creative Founders, Pat Lennox and Matt Wilson, said: “It’s not often you get to work on such an important cause like gambling harm reduction. Rarer still, is to be given the imprimatur to use whatever creative means necessary to get noticed by our target market.”
Behavioral Insight and Media Planning
Strategist Al Taylor, experienced in behavioral change campaigns, embraced the opportunity to approach this topic from a new angle. He said: “Getting under the skin of this topic, why so many past campaigns have failed and trying to find a way to connect with a tricky audience was both fascinating and fun, and certainly required some bravery on the client’s behalf. Where the Wildlings team landed is not just a brilliant idea, but a great platform to build on.”
Carat WA spearheaded a multi-channel media strategy to heighten awareness of gambling harm, encourage responsible gambling, and ensure those impacted – including friends and family – have access to confidential support. Efforts explicitly guide affected individuals to the Gamble Aware website for free, discreet help.
“Partnering with Wildlings on this campaign was an incredible opportunity to combine creativity with purpose. Together, we’ve built something that not only grabs attention but genuinely helps raise awareness and connect people with the support they need,” says Carat WA’s Planning Director, Ash Idle.
Campaign Details and Partnerships
The campaign is being executed during Gambling Harm Awareness Week, from 20–26 October.
| Client | Department of Local Government, Industry Regulation and Safety |
|---|---|
| Creative Agency | Wildlings Creative |
| Creatives | Matt Wilson, Pat Lennox, Neil Martin, James Tay |
| Account Services | Nicole Lennox Gray, Courtney Rawlings, Cait Wilson |
| Media Agency | Carat |
| Media Client Service Team | Emily Whyte, Vicki Crimmins |
| Media Planning Team | Ash Idle |
| Strategist | Al Taylor (Taylor Simpson Jones) |
| Production | Raz Studios |
| Director | Paul Komadina |
| Producer | Mr. Razzle |
| Sound | MDS |
| Sound Engineer | Tim Count |
- Author
Daniel Williams
