Polymarket debuts brand campaign with Rick Rubin and Better Half during World Cup
Polymarket launched its first major brand campaign, 'Are Everything,' created with agency Better Half and music producer Rick Rubin. The campaign debuted mid-World Cup and features curious flag vignettes designed to bring the predictions platform into the global mainstream. Creative Director Daf Orlovsky, Account Lead Josh Tucker, and Executive Producer Kian McHugh are credited on the work, which appeared on creative-industry showcase site LBBOnline.
Polymarket's second creative execution of its Rubin-led brand push in under six days signals aggressive spend behind mainstream consumer marketing rather than a one-off experiment. The Better Half partnership gives Polymarket agency firepower to sustain the campaign through the World Cup knockout stages and into the U.S. election season, when event-contract volume typically peaks. For Kalshi, which just had to correct its own FIFA partnership claims, this means defending retail mindshare against a competitor producing polished creative at a pace that demands matching production budgets or conceding the cultural conversation. The risk for Polymarket is the same as its Gopuff sweepstakes: brand awareness that does not convert to funded accounts burns cash without closing the gap on Kalshi's established sports-contract liquidity.