William Hill wanted to launch their latest product for the horse racing market – Racing Bet Builder. A truly innovative product that allowed racing bettors, for the first time at William Hill, to combine multiple bets in the same race to increase their odds. No racecard was ever going to be the same again and it let punters look at every race with a different viewpoint. ‘See racing from a new angle’ is a brand platform that worked across the entire business, with a campaign that felt truly different for the horse racing betting market.