Midnite brings ‘Built Different’ to life in first campaign from 72andSunny Amsterdam

Midnite entered the market as a challenger with a brand claim that lays out their intention to disrupt the industry: Built Different.

While most betting campaigns are centred around sports moments, Midnite’s first large brand campaign plays off one of the truest British insights ever: no one can silently tolerate frustrations like the Brits. Even the fifteenth time the peas won’t scan at the self-checkout, the reaction is an internalised “mustn’t grumble”.

In the launch campaign, we follow two Brits through their lives, as they constantly meet tech fails. From the barrier that can’t read the key card, to the “not-so-smart” smart sink, or the snack vending machine that doesn’t vend snacks.

As our punters face the inconveniences of the old tech world with a stoic stare, their true feelings are revealed by a sci-fi-esque vein pulsing on their forehead. While Midnite can’t fix the rest of the tech world, their app is actually pretty good.

Patrik Lenhart, group creative director of 72andSunny Amsterdam said: “This is a category that’s been built on repetition and familiarity for years. Our ambition was to break that pattern and create something that genuinely stands apart. Work that feels fresh, distinctive and hard to ignore.”

Hollie Loxley, managing director of 72andSunny Amsterdam said: “From day one, we wanted to help Midnite show up in a way that genuinely feels different to the category. This is a brand that’s built on challenging the norms, the work had to do the same, tapping into a very real human truth and expressing it in a way that’s unexpected, entertaining and unmistakably Midnite.”

The campaign runs across dozens of formats in social, film and TV, radio and OOH.

Jonathan Shaw, VP, Growth, said: “Built Different is more than a campaign – it’s the platform for where we’re going as a business. We’ve built Midnite from the ground up to challenge a category that hasn’t kept up, and this is how we begin to show that at scale.

“This campaign is about setting a new standard and building the kind of brand that can take us into the top tier of the UK iGaming category. It still feels like day one, but everything we’re doing is focused on earning our place there. 72andSunny have been instrumental in bringing that ambition to life.”

Andrew Mook, Midnite head of brand marketing, said: “With Built Different, we set out to do something that cuts through – at scale. The challenge is to produce something that doesn’t feel the same as every other brand and create something that people genuinely remember.

“We’ve focused on the brilliant basics – making sure everything we put into market is clearly attributable to Midnite and built for memory. That means distinctive creative, consistent brand cues and a strong sonic identity that cuts through. In a category dominated by sameness, that’s what gives you a real advantage.”