Arka Gdynia fans, Superbet launches new campaign, World Cup in Your Hands! Learn how to watch the World Cup in a new way. Superbet, our sponsor, decided to look at the World Cup in a new way. Instead of a dramatic narrative, we decided to tell the story of the emotions of fans. The campaign focuses on a promotional spot with Superbet ambassadors - Mateusz Borek and Sławomir Peszko. The campaign uses their authenticity, knowledge of football and recognizability. The starting point for the story is the question that many fans will ask themselves during the tournament: can you watch everything? The answer of the campaign is ironic and maintained in a light tone. "They say you can't watch everything on this tournament. You can, but you have to get up early. That's what responsibility is!" says Sławomir Peszko in the spot. The creators of the campaign deliberately gave up on the dramatic narrative often accompanying communication around major sports events. Instead, they relied on humor, everyday experiences of fans and situations that will be close to all fans watching matches played on the other side of the Atlantic: both in the evening, in the middle of the night, and just after waking up. We were building the campaign not only to tell the story of the World Cup emotions, but also to further develop the "Gra w Twoich rękach" platform. This is a multi-channel project covering television, digital and activation activities that we will develop in the coming weeks. An important role in the campaign is also played by Mateusz Borek and Sławomir Peszko, who with their personality and authentic view of football help us tell this story in a way close to fans- says Katarzyna Gawlik, Marketing Director at Superbet. An important element of the campaign is also the hand motif, which develops the "Gra w Twoich rękach" platform and is one of the leading motifs of the visual layer of the project. It appears not only in the spot, but also in digital materials and social media. - We were looking for a simple and universal symbol that would allow us to talk about the fans' agency. So the hand motif was born, which became an additional hero of our communication. It is precisely the hands that perform gestures related to fandom, express emotions, react to the course of the match and symbolize the actions taken