RIZK Push The Button 2: Blasts in Belgrade

Blowing up basketball courts, costume dramas, and superhero antics: a lot went on during the execution of the new RIZK commercials.

Who can resist pushing a big red button?

That was the proposition of our 2021 campaign for Rizk. Curiosity is inbuilt in us all - what will happen when you push the button? Will it reward you with a prize or just make a silly noise?

Our campaign nailed the fun and was a differentiator in a field of casino adverts that solely focus on loud noises and over-the-top wins. We showed that Rizk.com is worth investigating - push a button, satisfy your curiosity and have fun.

Two years later, and it’s time for a refresh.

We still wanted to retain the concept. It’s gained recognition, and memorable stories drive branding. We also wanted to keep the films language-independent, so we can use them in different markets. But this time we wanted to include a missing component: Captain Rizk.

Captain Rizk is a beloved brand mascot. In 2021 we opted to keep the lovable and goofy superhero out of the promotions due to regulatory issues, but this time he simply had to play a leading role.

Why Push The Button?

It’s a timeless premise: when boredom or the drudgeries of life get in the way, there’s a quick way to have some fun: Push The Button and Captain Rizk arrives to save the moment (perhaps not always elegantly).

We devised the narratives to be very relatable - we’ve all had experiences where we just wish a simple button push would bring on some fun from a queue in a cafe to a gym saturated with dude-bros.

Captain Rizk is a huge presence in Croatia and this campaign has brought a fresh look and feel to the Push the Button concept - I'm very satisfied with the end result.

Bo?o Mati? - Director / Country Manager, Zecure.

Hanging out with the stunt coordinators

Blasts in Belgrade

Our chosen agency was the Serbian based Emote Film. I arrived in Belgrade fresh from the Betsson Photoshoot in Barcelona. I’d already met producer Natalija Rudi? and director Ra?ko Miljkovi? over numerous production calls, but it was great to see them in their element.

Over four arduous days we shot our five stories. It’s easy to miss the details - watch ‘The Café’ and see if you can spot the extras from the professional stuntmen who had to literally throw themselves around like rag dolls. In ‘The Gym’ we had professional wire work to elevate our massive gym-bros while the video editor groaned at the amount of cables he would need to eliminate in post-production.

On the third day our only outdoor scene was marred by storms (in June!). While moods may have been wet, we did get to use some explosives to blow up some basketball backboards. Given Belgrade’s history I wondered what the neighbours thought.

A special shoutout to editor?Matija?Novakovi? who patiently processed my relentless feedback, and served as a sort of cultural Ambassador at the same time.

We blew that board up three times. Made my day.

Its fantastic to see the push-the-button concept continue with a fanastic new series of TV commericals. A huge thanks to our in-house creative team who really make the delivery of this work, so much easier (they know the brand, the legacy, the WHY, and the stakeholders). We're very happy with the end-result, and are confident these TVCs will help Rizk grow and continue to stand-out in the Balkans!

Paul Murphy Commercial Director Western Europe + Zecure

?? For Betsson Group

Treatment+Scripts: Adam Brimmer

Brand Representative o.b.o. Zecure: Adam Brimmer

Procurement Business Partner: Kristina Kuzmova

Legal Counsel: Kylie Bugeja

Director / Country Manager: Bo?o Mati?

Commercial Director, Western Europe: Paul Murphy

?? For Emote Film

Director: Ra?ko Miljkovi?

DOP: Igor Vukovi? Editor:?Matija?Novakovi?

Production Design: Sanela Spaji?

Costume Design: Suna Ka?i?

Production Manager: Kristina Markovi?

Location Manager: Petar ?api?

Producer: Natalija Rudi?

Postproduction Supervisor: Doca Mladenovi?, Digital asset tailors