With the referee scandal in Germany and the public’s general distrust of credit card transactions over the Internet, the leading European online sport-betting platform, betandwin.com, wanted to: • Find an idea that reconnected people with their passion for sport. • Transfer old-fashioned values to their new media based brand. • And make clear that people can believe in the future of them both. The creative solution: bring together the legends of sports and give them a platform and media budget to give an authentic and non-commercial account of their most magical moments – as examples for the future. There was no script, just one over-arching theme: There are moments when anything’s possible.

As well as 15 TV and cinema commercials, the project generated a documentary aired across Europe, print, PR and a dedicated microsite. The campaign was launched at the big birthday party for Muhammad Ali - the greatest of them all. The final stage of the project sees betandwin turning the great athlete’s magic moments into everybody’s, supporting thousands of junior clubs with kits, sponsorship and funding.