Betfair has been pioneering betting since 1999.  The company has anticipated countless innovations before its rivals and is always coming out with new ways to improve the experience for punters.  So we set out to take a similarly disruptive approach to communications.  We deliberately avoided the laddish humour associated with the sector (executed brilliantly by Betfair's sister brand Paddy Power - but imitated woefully by others).  Instead, we wanted to capture the serious sense of anticipation that is at the heart of sport, gambling and the Betfair brand itself. 
Our thinking has meant a complete brand overhaul, across multiple European markets and a totally different kind of campaign for the category.
But it can all be summed up in one word.  Ready?