My brief  was to come up with idents for Channel 4's coverage of the The Ashes, to drive awareness and promote betfair.com as the best online in-play betting platform for the nation's cricket fans. So we introduced the Betfair Boys, two lads who just couldn't help but bet against each other during a county match.. That year, a staggering eight million viewers saw the Betfair.com idents, smashing the brand's awareness from 13% to 35%, moving them to the  number one position within a period of less than three months.