Betclic presents FUZI: Art Brut & PRO8L3M Collaboration | Clapboard Ad Archive

Fuzi: Ignorant master and the history of Pro8l3m art brut

Description

In November 2023, Betclic, in collaboration with Papaya Productions, launched a compelling digital campaign titled Fuzi: Ignorant Master and the History of Pro8l3m Art Brut, which uniquely bridges the worlds of gambling, street art, and music culture. This campaign showcases a documentary film produced by Betclic Studios that delves into the creative collaboration between renowned Parisian graffiti artist FUZI and the Polish hip-hop duo PRO8L3M. FUZI, a legendary figure in graffiti known for his distinctive, cartoon-inspired murals that have graced cities worldwide and even inspired celebrity tattoos, created iconic album covers for PRO8L3M’s "Art Brut" and "Art Brut 2" albums. The film narrates the origins of FUZI’s artistic journey beginning in the suburbs of Paris in the 1990s and traces his evolving international career alongside the story of PRO8L3M’s rise in the music scene. As part of this multi-layered story, the documentary offers an intimate glimpse behind the scenes of the production of PROXL3M EXPERI3NCE, an interactive exhibition opening on November 23rd at the melt museum in Warsaw, featuring a specially painted room by FUZI in a historic vault. This immersive event celebrates the decade-long history of PRO8L3M and serves as a cultural platform that connects art, music, and community. Betclic’s involvement extends beyond the film to supporting the creation of the music video for PRO8L3M’s hit single "Nicea," which has amassed over 10 million views on YouTube, and the organization of the PROXL3M EXPERIENCE exhibition itself. Highlighting Betclic’s innovative approach to brand engagement through authentic cultural partnerships, this campaign positions the betting brand at the crossroads of contemporary urban art and music, promising fans further collaborative projects in the near future.

Credits

Client

Betclic

Agency

Papaya Productions

Campaign Proposition

The campaign centers on Betclic’s collaboration with the renowned graffiti artist FUZI and the Polish hip-hop duo PRO8L3M, positioning the brand as a cultural connector that transcends traditional gambling marketing. By aligning with influential figures in the urban art and music scenes, Betclic conveys a promise of authenticity and creative boldness, framing gambling not merely as a pastime but as part of a broader lifestyle that embraces artistic expression and innovative storytelling. The campaign underscores this by showcasing FUZI’s artistic journey—from his roots in Parisian street art to his global influence—and his partnership with PRO8L3M, embodied in a documentary film and an interactive exhibition at Warsaw’s melt museum. Strategically, the campaign leverages cultural relevance and subcultural capital to engage a younger, urban audience likely familiar with street art, music, and non-traditional forms of creativity. It employs a narrative-driven content approach, using documentary storytelling and immersive experiences to deepen emotional resonance and brand association beyond standard gambling advertising. The creative angle highlights the intersection of “vandalism as art” and authentic artist collaboration, which challenges conventional perceptions and appeals to an audience that values originality and cultural depth. Moreover, the partnership with Papaya Productions and the inclusion of a New Directors competition focus on supporting emerging talent, reinforcing the brand’s commitment to innovation. The deployment through digital channels and prominent events tied to PRO8L3M’s new album and exhibition ensures targeted exposure within niche cultural circuits, creating an engaged community rather than broad, generic reach. This approach aligns Betclic closely with contemporary cultural movements, positioning it as a progressive player in a competitive sports and gambling market.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers on FUZI, an internationally recognized graffiti artist, and his collaboration with the popular music duo PRO8L3M. The narrative leans heavily on the cultural influence and recognition of these celebrity figures, exploring their histories, creative processes, and partnership enabled by Betclic. While there is a story arc about their collaboration, the focus is clearly on leveraging the fame, personal brand, and charisma of FUZI and PRO8L3M, aligning the advertiser with these iconic artists rather than making the product a plot device. The brand’s association with prominent, ongoing figures provides aspirational connection and brand differentiation. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats