„This Is Our Game“ – WWP Group Reimagines bwin’s Iconic Claim in a new 360° Brand Campaign

bwin has relaunched its legendary claim “This Is Our Game” with a bold new 360° brand campaign. As lead agency, WWP Group guided the process from strategic insight to creative concept and final execution — creating a campaign that transforms authentic emotion into powerful brand storytelling.

Celebrating Authentic Fan Perspective

At the heart of the campaign lies the “game before the game” – the anticipation, rituals, and emotions that define the fan experience. Immersive POV shots place audiences directly in the stands, transforming gestures and emotions into the true heroes of the story. With this approach, bwin positions itself as a trusted partner to fans – authentic, emotional, and responsible.

Power Through Partnerships and Ambassadors

The campaign is amplified by high-profile collaborations with Borussia Dortmund, the NFL, and the Icon League, underscoring bwin’s presence on the international sports stage. Prominent ambassadors including Michael Ballack, Daniel Herzog, Christoph “Icke” Dommisch, and Sebastian Vollmer bring credibility and reach, engaging audiences across the field of sports and beyond.

A Cohesive 360° Brand Experience

From TV and radio to DOOH, social media, and print: the campaign unfolds seamlessly across every channel. In Germany and Austria, it is featured on DAZN, Sky, RTL, and Nitro, ensuring a unified brand presence that strengthens bwin’s positioning in the global sports landscape.

WWP as Creative Partner

“With this new brand campaign, we set out to capture the essence of sport through the eyes of the fans — authentic, emotional, and inspiring. From strategic development to creative execution, and in close collaboration with partners such as the NFL and Borussia Dortmund, our goal was to deliver a campaign that resonates deeply, excites audiences, and endures.”– Robert Schmidle, Co-CEO, WWP Group