bwin brandbook

Play.

Play. 

bwin lives in a world of grey, over-thinking, meek committee decisions, and predictable 

sameness – it’s all around us. We’re surrounded by calls for safety, for settling, for 

compromise. 

We think it’s time for some home truths. Before we got where we are, we were boys and girls. 

And those before us were monkeys. They jumped, ran and gleefully dove into all that life had 

to offer. Before we started building walls and became obsessed with playing it safe, we acted 

on our instincts and stretched ourselves – because we had to. 

Today, of course we don’t have to. And we’re encouraged not to. Big girls don’t cry and men 

wear grey suits. Right? Wrong! 

This is a reminder from bwin that life is for living, not for protecting ourselves from. That we 

must play and try ourselves out to really live. To seek thrills and enjoy them - to not be afraid to 

trust our guts and put our money where our mouth is. That’s what we call the bwin attitude! 

The folks on these pages achieved something remarkable. On a tiny or huge scale, they were 

part of exceptional stories which took guts to live through. They took a risk, pushed against 

conventions; acted on their instincts to change things. The results were often big leaps 

forward in technology, art or business and sometimes huge failures. 

That’s exactly why these stories are so relevant to bwin. They encouraged us to quit listening 

to our insurance salesman, trust our guts and start something new in ’97. They helped us build 

the bwin attitude and live through disasters like ’06. Their stories still encourage us to not be 

afraid to play – now that we’re huge and supposed to be ‘all grown up’ – but to take risks, to 

stay hungry and keep pushing forward. And of course to love every minute of it!

“Dr. , I presume?” 

(your name here)

They say Shackleton placed advertisements in London newspapers that 

read: “MEN WANTED: for hazardous journey. Small wages, bitter 

cold, long months of complete darkness, constant danger, safe return 

doubtful. Honor and recognition in case of success”. 

When polar explorer Ernest Shackleton named his ship Endurance, he 

never imagined how fitting that name would become for his attempt 

to cross the Antarctic. This expedition became a true tale of heroism, 

courage and persistence in the face of indescribable hardship. 

The exploration is the survival story of 28 men who set sail in 1914, 

got trapped by ice, abandoned their ship and lived in camps on ice - 

returning home two years later. After 500 days without outside help 

and without the loss of a single life, Shackleton mounted a valiant 

rescue mission for his ship’s men. 

As WWI broke out, Endurance embarked from London carrying 

the first team attempting the cross from sea to sea via the South 

Pole. Nearing its destination, the ship became trapped in an ice floe. 

Realizing that the Endurance would ultimately succumb, Shackleton 

ordered the crew to abandon ship and set up camp on Elephant Island. 

They hadn’t touched solid ground for 497 days. 

Help was 1,300km away. So while 22 men and 70 dogs waited, 

Shackleton and a crew of five took a 20-foot lifeboat on a seemingly 

futile rescue mission. Undeterred, they endured a harrowing journey 

at the mercy of black, stormy, ice-cold seas. 

After several failed attempts to land on South Georgia Island, their 

adventure was not over – help was on the other side of the island. 

Shackleton risked a land crossing. Leaving three of the men at the 

landing point, he travelled with the other two over mountains for 36 

hours to reach the whaling station at Stromness. 

Once there, he sent a boat to pick up the three men they’d left behind 

while he set to work to organize the rescue of the 22 Elephant Island 

men. It would take another four months and four rescue attempts, 

but in August 1916, Ernest finally arrived on Elephant Island in a 

Chilean steamer. He anxiously looked through his binoculars counting 

the number of men – there were 22. All the men were rescued, making 

the Endurance’s voyage one of the most incredible (and unsuccessful!) 

adventure stories of all time. 

9 

play

“ 

Alice laughed. “There’s no use 

trying,” she said “one can’t believe 

impossible things.” 

“I daresay you haven’t had much 

practice,” said the Queen. “When I 

was your age, I always did it for 

half-an-hour a day. Why, sometimes 

I’ve believed as many as six impossible 

things before breakfast.” 

— “Through the looking glass”, Lewis Carroll

Look at a picture of a spaceship. Okay, now build one. That’s right. Except 

do it with just a hula hoop, tin foil and a banana. A slight exaggeration – 

but it gives you an idea of what William Kamkwamba had to deal with. 

When he was 14, he stumbled onto a photograph of a windmill in a library 

book and thought to himself, “I could build one of those”. 

You see, William lived in a remote Malawian village with no access to 

electricity. In fact, he had to drop out of school because his family couldn’t 

afford the $80 tuition. But did he wallow in his poverty? No, sir! He 

focused on what he could get his talented fingers on and built his family a 

windmill using a basket frame, bluegum trees, bicycle parts – all courtesy 

of the local scrapyard. 

William also had something else helpful – an unwavering belief in his 

ability. His family laughed at him and the villagers declared him crazy, but 

William never let the possibility of failure get him down. He trusted his 

intuition and knew the secret was not in the knowing but in the doing. 

What did he have to lose? And more importantly, what did he have to gain? 

As it turns out, a lot. His windmill powered light bulbs in all rooms of his 

family’s home along with a radio and a TV. And that just got him going! 

He’s already built two more windmills and a solar-powered water pump 

that supplies drinking water to his village. Not so crazy after all, is he?

“ 

People who say it 

cannot be done should 

not interrupt those 

who are doing it. 

— George Bernard Shaw via Nalden

“ 

People who say it 

cannot be done should 

not interrupt those 

who are doing it. 

— George Bernard Shaw via Nalden

youtube.com/watch?v=D1R-jKKp3NA

Thomas Edison may have been referring to George Stephenson when he 

said “Genius is one per cent inspiration, ninety-nine per cent perspiration”. 

His life is proof that the road to success isn’t easy. There’s no secret, no 

shortcuts and no excuses. It’s through tenacity, ambition and good oldfashioned 

hard work that Stephenson achieved his greatest dreams and 

made his mark in the world. 

He was willing to take the road less travelled – sweat and sacrifice was 

ingrained in him from a young age. Born into a poor family in a coal mining 

village of England, his first job was in the mines. Clever George then moved 

steadily through the ranks as a fireman, plugman, brakeman, and engineer. 

But Stephenson knew that all work and no play made George a dull boy. 

In his free time he loved to tinker with engines - taking them apart and 

improving them. He put himself through night school where he learned to 

read, write, and do math at 18. 

He learnt quickly that he had to make his own opportunities. When he 

was 23, he walked (yes, walked) to Scotland for a job in a coal mine 

that used one of the best steam engines of the day. To fund his personal 

projects, he worked nights. Committed to the long haul, Stephenson finally 

got his chance to construct his first locomotive, the first steam engine 

powered locomotive to run on a railroad. He built sixteen engines in all, 

including the now-famous locomotive ‘Rocket’. It ran at an outrageous 

5mph. Hold on to your hats!

One day in 1954 Eve Branson stopped the car a few 

miles from home and dropped off her four-year-old son 

on the side of the road and drove off saying “Find your 

own way home, Ricky.” This single moment perhaps 

gave the young Richard Branson the mettle and determination 

to take on the world in his own way. 

And look where it’s got him... 

Thanks Mum. 

23 

play

*bumblebee, bum-ble-bee [buhm-buhl-bi] 

noun; — see also humble-bee; any robust hairy social 

bee of the genus Bombus of temperate regions. 

As late as the 1930s, the Bumblebee was seen as 

an insect that should not fly. Clever aerodynamics 

scientists demonstrated that according to all sorts of 

complicated and unpronounceable rules a Bumblebee 

cannot fly. 

And the Bumblebee? 

It of course neither knows any of this nor cares the 

slightest bit. And flies.

30 

Your young daughter has just come crashing down a 

ramp from the roof of the family shed in a wooden box. 

She’s crawled out of her contraption sporting a bruised 

lip and a torn dress. Completely exhilarated, she leaps 

and shouts, “It’s just like flying!” 

It must have been quite an emotional rollercoaster 

being little Amelia Earhart’s parents. 

Earhart was told to play it safe. And then she was 

told again. And again. By everyone. But Amelia was 

hard-wired for risk. While others kept their feet on 

the ground, she kept her eyes on the prize – to reach 

the sky. Gutsy and headstrong, she knew she wasn’t 

like most people. Fuelled by an iron-jawed spirit of 

adventure and with kerosene running in her veins, she 

soared to heights not thought possible for a woman to 

pursue her dreams.

Piecing it all together 

On June 17, 1972 at 9 o’clock, Washington Post journalist Bob Woodward was 

annoyed. He’d thought waking up early on a Saturday and being called into 

the office to cover a story about a break-in at the Watergate was behind him. 

A story for those even more junior than he. Of course, what appeared to be a 

routine crime story soon developed into a series of articles that led to the first 

resignation of a U.S. president and changed American politics forever. 

This story has it all – scandal, conspiracy, dirty tricks, and two maverick 

reporters who uncovered the truth at any cost. For the next two years, Bob 

Woodward and Carl Bernstein risked their lives and careers to piece together 

a puzzle that would shed light on corrupt government. Here’s the story. 

On June 17, 1972 at the Watergate 

Hotel, a security guard found a door 

with a piece of tape preventing it 

from locking. Removing the tape, he 

continued his rounds. When he 

went back later, he discovered that 

someone had re-taped it. He was 

suspicious and called the police. Five 

men wearing business suits and latex 

gloves were arrested. 

What first appeared to be a thirdrate 

burglary of the Democratic 

Party Headquarters turned out to 

be a wiretapping operation. The 

men were actually there to fix some 

bugs that they had planted a week 

earlier. They had ties to the Nixon 

administration and were out to spy on 

the Democratic Party. 

The resulting cover-up of his involvement 

by President Nixon became 

known as Watergate, the greatest 

political scandal of that century. 

Facing near-certain impeachment, 

Nixon resigned the presidency on 

August 9, 1974, the first American 

president ever to do so. 

The worst scandal in American history 

also completely redefined the role 

of the media in American politics. 

Reporters at the Washington Post and 

the New York Times were responsible 

for untangling the scandal. 

Woodward and Bernstein did a 

majority of the reporting on the story, 

revealing the possibility of a link 

between the burglars and Nixon. 

They had done so against open and 

implicit threats on their personal safety 

and livelihoods. The full weight 

of the American government weighed 

down on them at many points – a 

scary opponent. 

Gene Roberts, the former executive 

editor of The Philadelphia Inquirer 

and former managing editor of The 

New York Times called the work of 

Woodward and Bernstein “maybe 

the single greatest reporting effort of 

all time.” Since Watergate, the press 

has played a major role in keeping 

government honest and accountable.

Joe Pistone 

34 play 

Pretty ballsy, right? How’d he pull it off? 

How to survive the streets… and to live life. 

1. Play the part. Think, eat, sleep and breathe the world. 

2. Live honorably. Your reputation is everything. 

3. Don’t let them see you sweat. Even during a six-hour grilling. 

4. Know when to talk and when to shut up. The walls have ears. 

5. Don’t be a wise guy. Be wise. 

By Joe Pistone 

35 

Joe Pistone knew that nothing could be won if nothing was at 

stake. And what was at stake was his life. In 1976, undercover 

FBI agent Joe Pistone assumed a secret identity and infiltrated the 

New York City Mafia as small-time jewel thief Donnie Brasco. Over 

time he rolled with gangsters and earned the trust of the mob. In 

fact, he was so damn convincing that they wanted to induct him 

as a member of the family. 

When he got pulled out in 1982, Pistone put more than 100 

Mafiosi behind bars, single-handedly broke up the ‘Family’, and 

took down much of New York’s underworld. Thirty years on, he still 

travels in disguise and under an alias. There’s a mob contract out 

on him with a reward of $500,000 USD. 

play

“ 

I’ve missed more than 9,000 

shots in my career. I’ve lost 

almost 300 games. 26 times, 

I’ve been trusted to take the 

game winning shot and missed. 

I’ve failed over and over and 

over again in my life. 

And that is why I succeed. 

— Michael Jordan

Do you have difficulty waking up for work, but are 

raring to go at 6 a.m. for an early morning run or to 

catch a plane for a much-anticipated holiday? That’s 

intrinsic motivation. It’s doing something for the sheer 

pleasure of it because it’s inherently enjoyable or 

important to you. The reward is in the task itself. No 

carrot needed. It could be reading a great thriller, 

cooking, painting, playing an instrument, playing chess 

or even solving a math problem. (You’ll be surprised 

by what turns people on.) 

The great thing about intrinsic motivation is that it’s 

child’s play… literally. And since we were all children 

at one time, it’s built in to each and every one of us. 

Children seemed to have grasped the secret – it’s 

not in the thinking but in the doing. They act with their 

heart not their head and do things simply because 

they want to. Driven by instinct, curiosity, spontaneity 

and a natural fascination with the world, they explore, 

experiment, learn faster, create more and have more fun. 

A professor at Harvard Business School studied the 

effect of motivation on creative performance with two 

groups of children. The first group was simply told to 

paint a picture. The second group was promised candy 

if they painted a really good picture. Which group 

produced better pictures? The first group. Why? They 

were focused on painting for its own sake but the other 

group was distracted by the thought of the reward.

40 41 

play

Where you only saw trash, 

this man sees educational toys. 

“Keep collecting junk and experimenting. If the 

toy works the first time, it is no fun at all! So 

keep trying – never give up.” 

— Arvind Gupta is an Indian toy inventor and 

populariser of science. He creates simple toys 

and educational experiments using locally 

available materials as well as items usually thrown 

away as trash.

Tim Berners-Lee 

‘TimBL’ 

http://inventors.about.com/od/istartinventions/a/internet.htm 

http://commons.wikimedia.org/wiki/Tim_Berners-Lee 

http://www.brainyquote.com/quotes/authors/t/tim_bernerslee.html 

http://www.answers.com/topic/tim-berners-lee 

http://www.thinkingheads.com/conferenciantes/tim-berners- 

http://www.nytimes.com/2010/11/14/magazine/14FO 

http://www.en.wikipedia.org/wiki/Lore 

http://www.en.wikipedia.org/wiki/Lorem_ipsum 

http://www.amazon.com/Weaving-Web-Hb-Tim-Berners-Lee/dp/0752820907 

http://www.maccare.com.ar/entrevista_berners.htm 

http://www.en.wikipedi 

http://www.bilbaowebsummit.com/pages_en/speakers/speakers.html 

http://www.nytimes.com/2010/11/14/magazine/14FOB-onla 

http://www.brainyquote.com/quotes/authors/t/tim_bernerslee.html 

http://www.ted.com/talks/lang/spa/tim_berners_lee_the_year_open_data_went_worldwide.html 

http://www.nytimes.com/2 

t.html 

http://twitter.com/#!/timberners_l 

http://www.inventions-license.com/view_article.php?id=35 

http://www.youtube.com/wa 

http://es.wikiquote.org/wiki/Tim_Berners-Lee 

http://es.wikiquote.org/wiki/Tim_B 

http://www.youtube.com/watch?v=qZ-I_pqXUHM 



http://www.ted.com/speakers/tim_berners_lee.html 



http://www.time.com/time/magazine/article/0,9171,990627,00.html 

http://www.telegraph.co.uk/technology/3356886/Tim-Berners-Lee-a-very-British-boffin.html http://www.en.wikipedia.org/wiki/Lorem_ipsum 

http://www.ibiblio.org/pioneers/lee.html 

http://www.taringa.net/posts/info/4924909/Internet-cumple-20-anos.html 

British computer scientist, MIT professor and the inventor of the World Wide Web 

http://enciclopedia.us.es/index.php/Tim_Berners-Lee 

http://www.youtube.com/watch?v=1IQFjTnDozo 




http://www.nytimes.com/2010/11/14/magazine/14FOB-onlanguage-t.html 



http://www.brainyquote.com/quotes/authors/t/tim_bernerslee.htm 

http://es.wikiquote.org/wiki/Tim_Berners-L 

http://www.ideafinder.com/history/inventors/berners-lee.htm 

On 25 December 1990, with the help of Robert Cailliau and a young student at CERN 

http://twitter.com/#!/timberners_lee 

Sir Timothy John "Tim" Berners-Lee, OM, KBE, FRS, FREng, FRSA (born 8 June 1955) 

http://www.guardian.co.uk/technology/blog/2010/jan/21/timbernerslee-government-data 

http://www.scientificamerican.com/author.cfm?id=1656 


http://www.telegraph.co.uk/technology/3 

Lee-a-very-British-boffin.html 

http://www.famouspeoplelessons.com/t/tim_berners-lee.html 



http://www.ticbeat.com/tecnologias/cuatro-miedos-tim-berners-lee-ante-internet-movil/ 

http://www.elpais.com/articulo/internet/Tim/Berners/Le 

punet_2/Tes 


http://www.facebook.com/notes/vinaixa-comunicación-y-diseñoidentidad-corporativa-diseño-gráfico-y-web/sir-tim-berners-lee-caballero-de-inte 

http://www.elmundo.es/navegante/personajes/bernerslee.html 



http://www.youtube.com/watch?v=qZ-I_pqXUHM http://es.wikiquote.org/wiki/Ti 

http://www.facebook.com/notes/vinaixa-comunicación-y-diseñoidentidad-corporativa-diseño-gráfico-y-web/sir-tim-berners-lee-caballero-de-internet-habló-en-bilbao/10150195574541161 

http://www.youtube.com/watch?v=1IQFjTnDozo 

http://www.bbc.co.uk/history/historic_figures/berners_le 


http://www.bbc.co.uk/history/historic_figures/berners_lee_tim.shtml 

http://www.telegraph.co.uk/news/worldnews/ 

http://www.livinginternet.com/w/wi_lee.htm 



He made a proposal for an information management system in March 1989 

http://www.britannica.com/EBchecked/topic/62493/Sir-Tim-Berners-Lee 

http://www.amazon.co.uk/history-Computing-Internet-Timhttp://www.w3.org/People/Berners-Lee/ 

Berners-Lee-Books/s?ie=UTF8&keywords=History&rh=n%3A71%2Ck%3AHistory%2Cp_lbr_books_authors_browse-bin%3ATim%20Berners-Lee%2Cp_n_fea 



He implemented the first successful communication between a Hypertext http://www.nytimes.com/2010/11/14/magazine/14FOB-onlanguage-t.html 

Transfer Protocol (HTTP) client and server via the Internet. 






http://www.en.wikipedia.org/wik 

The first web page address was http://info.cern.ch/hypertext/WWW/TheProject.html http://www.en.wikipedia.org/wiki/Lorem_ipsu 




http://www.bilbaowebsummit.com/pages_es/speakers/speakers.html 

http://www.eumed.net/cursecon/ecoinet/conceptos/Tim.htm 






http://www.france24.com/en/20100322-tim-berners-lee-head-new-institute-web-science http://www.e 


http://www.bbc.co.uk/history/historic_figures/berners_lee_tim.shtml 

http://www.france24.co 

http://www.abc.es/personajes/famoso.asp?biografia=Tim%20Berners-Lee&historia=70 

institute-web-science 


http://www.ted.com/talks/lang/spa/tim_berners_lee_the_year_open_data_went_worldwide.html 


http://www.w3.org/People/Berners-Lee/Longer.html 

http://www.bbc.co.uk/history/historic_figures/berners_le 


http://www.amazon.

46 

How far would you go to achieve your dream? Philippe Petit broke the law. 

But he also broke the mold, achieving an unimaginable feat a quarter mile 

above Manhattan’s streets. 

When he chanced upon an article in a Paris dentist office of plans to build 

the Twin Towers, Petit became a man obsessed. For the next six years, he 

would think of nothing else but traversing a tightrope between the towers. 

He collected articles on the buildings. Travelled to New York several times. 

Wandered the towers for hours. Took photos. Noted access routes. 

Obtained security codes. Made fake ID cards. Impersonated journalists. 

Even smuggled a bow-and-arrow through Kennedy airport in a suitcase. 

No stone was left unturned. 

On August 6, 1974, posing as construction workers he and his band of 

pranksters snuck up to the top floor, remained hidden until it was dark and 

spent the night rigging the cable from one tower to the other. Shortly after 

7:15 the next morning, he stepped off the ledge and… had New York at 

his feet.

“ 

A rock pile ceases to be a rock 

pile the moment a single man 

contemplates it, bearing within 

him the image of a cathedral. 

— Antoine de St. Exupéry

What’s the difference between sight and vision? In the 

case of Justo Gallego, it’s single-minded dedication. 

When he was 27 he entered the monastery of Santa 

María de la Huerta with the intention of dedicating 

his life to the church. After eight years he fell ill with 

tuberculosis and was forced to leave for the safety of 

the others. Devastated, he returned to his family home 

but rather than feeling defeated or try and join another 

monastery he set about building his own cathedral! 

That’s what he set out to do more than a half a century 

ago, and hasn’t stopped since. 

With no formal training in construction, he steadfastly 

gets up at 3:30 every morning; at 4 a.m. he collects 

reject bricks and broken tiles from nearby factories and 

scrap yards and then confronts the extreme heat and 

bitter cold day in and day out to single-handedly tackle 

this monstrous task. It matters little to him how long it 

will take or if he’ll ever complete it. This is his dream 

and his illusion. For him that’s good enough.

“ 

The greatest pleasure in 

life is doing what people 

say you cannot do. 

— Walter Bagehot

I 

DON’T 

BELIEVE 

IN... 

“ 

I don’t believe in magic. 

I don’t believe in I-ching. 

I don’t believe in Bible. 

I don’t believe in tarot. 

I don’t believe in Hitler. 

I don’t believe in Jesus. 

I don’t believe in Kennedy. 

I don’t believe in Buddha. 

I don’t believe in Mantra. 

I don’t believe in Gita. 

I don’t believe in Yoga. 

I don’t believe in kings. 

I don’t believe in Elvis. 

I don’t believe in Zimmerman. 

I don’t believe in Beatles. 

I just believe in me. 

— From the song “God” by John Lennon

When Rick Hoyt was born with cerebral palsy, doctors told his parents, 

Dick and Judy, to institutionalize him. He’d be a ‘vegetable’ for the rest of 

his life, they said. But the Hoyts were adamant that he live as normal a life 

as possible. As it turns out, his life is far from normal. 

At 11, he was able to communicate for the first time through a computer. 

His first words weren’t “Hi Mom” or “Hi Dad”. They were “Go Bruins!” 

referring to the Boston hockey team that made it to the Stanley Cup finals 

that year. So much for being a ‘vegetable’. 

When a high school classmate was paralyzed in an accident Rick wanted 

to participate in a charity run organized by his school. So his dad stepped 

up. While running, he pushed Rick’s wheelchair; they came next to last. 

But Rick was elated and that night said “Dad, when we’re running, it feels 

like I’m not handicapped.” 

It changed Dick’s life. From that day on, they were known as Team Hoyt, 

the inspiring father-son duo who is living proof that ‘Yes You Can’ achieve 

whatever you set your mind to. And boy, did they achieve. 

From 1977 until present, Dick has pushed, pulled and carried Rick in more 

than 1,000 races including marathons, duathlons and triathlons (6 of them 

being the gruelling Ironman competitions). Covering a distance of 12,427 

miles (20,000 km), it doubles to 24,854 miles (40,000 km), when you take 

into account the pair – that’s more than one time around the equator. 

Has Rick got any ambitions left? “The thing I’d most like is for my dad to sit 

in the chair and I would push him for once.”

* —A full tank, please. 

One August morning in 1888 she woke up especially early, silently slid 

out of bed, crept over to the room of her two sons and whispered to them 

to get dressed. Then all three gingerly pushed her husband’s recentlybuilt 

patented automobile a little way down the road so not to wake him 

and drove it, without permission from authorities, 60 miles (106 km) 

to her mother’s home. But Bertha Daimler wasn’t leaving her husband. 

She wanted to prove a point – that his latest invention could be a great 

success. In fact it scared so many people that it created a huge buzz – 

exactly what she was after. 

The epic 12-hour journey was the first time anyone had ever driven an 

automobile over a long distance. But there were a few bumps in the road. 

At the time petrol needed to fuel the car was only available in pharmacies 

so she had to plan her route carefully. Along the way, she needed a 

blacksmith to mend a broken chain and a cobbler to replace the leather 

brake linings. She even pulled a MacGyver and used a hairpin to unblock a 

fuel pipe and insulated a wire with her garter. 

See what lengths a woman will go to prove her husband wrong – or in this 

case, to prove him right. It was just the confidence boost he needed to 

market his Motorwagen to the world. So if you’re driving a Mercedes-Benz 

today, remember that ‘behind every great man is an even greater woman.’ 

—Volltanken, bitte.*

“ 

One person’s craziness 

is another person’s reality. 

— Tim Burton

“ 

It’s a shame to only 

have dreams at night. 

You should have a few 

opportunities during 

the day. 

— Stephen Alesch

Wouldn’t you love to get a peak inside the brain of Jules Verne? 

Untapped grey matter, my ass. This sci-fi author wrote of submarines, 

flying machines and moon landings at a time when cars 

were just being invented. Fantastical, off-the-wall, and out-of-thisworld, 

some of his predictions were spot on. Others were off the 

mark. But it doesn’t matter because he pushed readers to suspend 

belief of what’s fact and fiction and go beyond the edge of 

what their minds could imagine – the plausible and implausible. 

FACT OR FICTION? 

What did Jules Verne get right and get wrong? 

Electric submarine 

From the book “20,000 Leagues Under the Sea”, written in 1869. 

And it happened in 1881! 

Moon landing 

From the book “From the Earth to the Moon”, written in 1865. 


Travel to the middle of the earth 

From the book “Journey to the Center of the Earth”, written in 1864. 

It has not happened yet. 

Purchase of the North Pole 

From the book “The Purchase of the North Pole”, written in 1889. 

It has not happened yet. 

Videoconferencing 

From the article “In the Year 2889”, written in 1889. 


fact!! 

fact!! 

fact!!

“ 

One of our joys was to 

go into our workroom 

at night; we then perceived 

on all sides the 

feebly luminous silhouettes 

of the bottles or 

capsules containing our 

products. It was really 

a lovely sight and one 

always new to us. The 

glowing tubes looked 

like faint, fairy lights. 

— Marie Curie 

Few were her equal. Marie Curie shaped the world of the 20th and 

21st century with her insights and achievements. And deservingly 

so, became the first woman to be awarded the Nobel Prize and the 

first person to win two Nobel Prizes, in physics and chemistry. 

Curie discovered two new radioactive elements; radium and 

polonium. She studied the X-rays they emitted, and investigated 

the radiation of all compounds containing known radioactive 

elements, including uranium and thorium. 

What led to her findings? She was influenced by two discoveries. 

German physicist Wilhelm Roentgen discovered a kind of ray that 

could travel through flesh, providing photos of people’s bones. 

Shortly after, French physicist Henri Becquerel found that even if 

kept in the dark, uranium compounds emitted rays that would fog a 

photographic plate, but his findings were largely ignored. 

Only Curie took notice. Using a device invented by two of 

her brothers, the Curie electrometer, she carried out various 

measurements and tests that led to a fundamental shift in scientific 

understanding. At the time nobody grasped the massive amount 

of energy stored in atoms. To describe this behavior, she invented 

the word “radioactivity”. She also found that the radioactivity of 

radium could successfully attack cancer and harmful properties of 

X-rays were able to kill tumors. 

So driven was Curie that in the end she lost her own life to her 

research. Her greatest legacy is undoubtedly her huge contribution 

to the treatment of cancer and also to improving the quality of life 

for millions living with the disease.

“Georgia on my mind” 

“ 

I was born with 

music inside me. 

— Ray Charles

“ 

There is simply no greater 

threat to humanity than a 

viral pandemic. 

— Nathan Wolfe 

In countries all around the world there are lethal viruses that, at any 

moment, can cause a pandemic. SARS, Ebola and HIV are recent cases in 

point. About three-quarters of emerging infectious diseases are produced 

by viruses in animals. Nearly every new virus of recent times has spread by 

jumping to people. But viruses can only travel as far as the cell it infects. 

And herein lies the problem. As the world gets smaller and international 

travel becomes more accessible, everyone is at risk – from Bogota to 

Berlin, from New York to Nanjing. 

Enter Nathan Wolfe. The Indiana Jones of virus hunting. Intent on 

outwitting the next pandemic, and willing to risk everything to make the 

world a safer place. You won’t find him sitting in a lab culturing cells in 

a Petri dish. Nope, more often than not he’s in the far-flung reaches of 

rural Africa and Asia sifting through the blood of wild animals tracking 

down emerging infections before they spread and kill. He works with local 

villagers in viral hotspots to catch infectious diseases before they take 

root. It’s dangerous work. He almost died of malaria. Twice. But it hasn’t 

slowed him down. No risk, no reward. He figures nothing is worth doing if 

it’s not for something worthwhile. 

So, keep up with Dr. Jones to save millions of lives. 

respirator 

affe 

sao tome 

optimism 

rubella 

strength 

varicella-zoster virus 

dreams 

china 

adenovirus 

herpes simplex, type 1 

hepatitis c 

enjoyment 

hepatitis b 

pr congo 

amusement 

coxsackievirus 

cameroon 

happiness 

adenovirus 

china 


happiness 

strength 

laughs 

hepatitis a 

lao 

jovialty 

dr congo 

epstein-barr virus 


amusement 

longevity 

good humor 

equatorial guinea 

dreams 


strength 

cameroon 

enjoyment 

hope 

strength 

health 

health 

rubella 

cytomegalovirus 


hope 

optimism 

cameroon 

sao tome 

epstein-barr virus 

good humor 

affection 

respiratory syncytial 


gabon 

happiness 

longevity 

adenovirus 

pesvirus, type 8 

china 

dreams 

dreams 

health 

optimism 


dr congo 

positivism 

hiv 

strength 

ntral african republic 

rubella 

friendship 

hope 

influenza 

optimism 

jovialty 

rabies 

games 

measles 

sao tome 

security 

affection 

hepatitis a 

mumps 

wishes 

malaysia 

madagascar 

human papillomavirus 

education 

laughs 

poliovirus 

parainfluenza 

schools 

love 

poliovirus 

madagascar 

rabies 

friendship 

positivism 

respiratory syncytial 

equatorial guin 

amusement 

love 

pr congo 

schools 

goo 

hepatitis b 

parainfluenza 

enjoyment 

education 

hepatitis c 

strength 

malaysia 

human papillomavirus 

ep 

lao 

wishes 

longevity 

gabon 



strength 

enjoyment 

mumps 

amusement 


longevity 

longevity 


lao 

amusement 

security 

strength 

hepatitis c 


enjoyment 

games 

measles 

hepatitis b 

enjoyment 

pr congo 

strength 

amusement 


gabon 

hepatitis a 

humanherpesvirus, type 8 

dreams 

optimism 

hiv 

central african republic 

influenza 

laughs 

longevity 

jovialty 

dr congo 

hope 

adenovirus 

happiness 

cameroon 


health 


good humor 

epstein-barr virus

On December 1, 1955, a seamstress was on her way home 

from work in Montgomery, Alabama. The “whites only” 

section at the front of the bus was full and a few white men 

were standing. 

The bus driver walked down the aisle and moved the 

“colored” section sign behind Rosa Parks and demanded 

that four black people give up their seats. Three of them 

got up but she refused. 

Her arrest caused a public outcry and triggered a 381-day 

boycott of the bus system by blacks. It was led by a 26-yearold 

minister named Martin Luther King Jr. With this 

simple gesture of defiance, Parks ushered in a new era of 

the American civil rights movement. 

“She sat down in order that we might stand up”, 

said Reverend Jesse Jackson. 

On December 1, 1955, a seamstress was on her way home 

from work in Montgomery, Alabama. The “whites only” 

section at the front of the bus was full and a few white men 

were standing. 

The bus driver walked down the aisle and moved the 

“colored” section sign behind Rosa Parks and demanded 

that four black people give up their seats. Three of them 

got up but she refused. 

Her arrest caused a public outcry and triggered a 381-day 

boycott of the bus system by blacks. It was led by a 26-yearold 

minister named Martin Luther King Jr. With this 

simple gesture of defiance, Parks ushered in a new era of 

the American civil rights movement. 

“She sat down in order that we might stand up”, 

said Reverend Jesse Jackson.

“ 

It is a risk to love; what if it 

doesn’t work out? 

Ah, but what if it does? 

— Peter McWilliams

15.01.2009 

3:27:36 - Flight 1549 

Ah, this, uh, Cactus 1539. Hit birds, we 

lost thrust in both engines. We’re turning 

back towards LaGuardia. 

3:27:42 - New York TRACON 

Ok, yeah, you need to return to LaGuardia. 

Turn left heading of uh, 2-2-0. 

3:27:46 - Flight 1549 

2-2-0. 


Cactus 1529, if we can get it to you, do 

you want to try to land runway 1-3? 

3:28:11 - Flight 1549 

We’re unable. We may end up in the 

Hudson. 


Jet Link 2760, turn left 0-7-0. 

3:28:19 - Jet Link 2760 

Left turn, 0-7-0 Jet Link 2760. 


All right cactus 1549. It’s going to be a 

left. Traffic to runway 3-1. 

3:28:34 - Flight 1549 

Unable. 


Ok, what do you need to land? 

Transcripts from US Airways Flight 1549 


Cactus 1549, runway four is available if 

you want to make left traffic to runway 

four. 

3:28:50 - Flight 1549 

I am not sure if we can make any runway. 

Oh, what’s that over to our right? Anything 

in New Jersey, maybe Teterboro? 


Ok yeah, off to your right is Teterboro 

airport. 


Do you want to try and go to Teterboro? 

3:29:03 - Flight 1549 

Yes. 


Teterboro, uh, empire actually. LaGuardia 

departure got an emergency inbound. 

3:29:10 - Teterboro 

Okay, go ahead. 


Cactus 1529, turn right 2-8-0, you can 

land runway one at Teterboro. 

3:29:25 - Flight 1549 

We can’t do it. 


Ok, which runway would you like at 

Teterboro? 

3:29:28 - Flight 1549 

We’re gonna be in the Hudson. 


I’m sorry, say again, Cactus. 


Jetlink, 2760, contact New York. O-2-6 

point 8. 

3:29:45 - Jet Link 2760 

20-6-8 Jet Link 2760. 


Cactus, ah, Cactus 1549, radar contact 

is lost. You also got Newark airport off 

your two o’clock and about 7 miles. 


Eagle flight 4718, turn left heading 2-1- 

0. 

3:30:09 - Eagle Flight 4718 

2-1-0, um, 4718. I don’t know, I think he 

said he was going in the Hudson. 


Cactus 1529, you still on? 

150 

+ 5 

- 0 

155 

passengers 

crew 

fatalities 

survivors

“Since 1990 I have been occupied creating new forms 

of life. Not pollen or seeds but yellow plastic tubes are 

used as the basic material of this new nature. I make 

skeletons that are able to walk on the wind, so they 

don’t have to eat. Over time, these skeletons have 

become increasingly better at surviving the elements 

such as storm and water and eventually I want to put 

these animals out in herds on the beaches, so they will 

live their own lives.” 

— Theo Jansen is a Dutch artist and kinetic sculptor.

86 

Tools of the trade. 

We’ve put together a toolkit to help you make sure whatever you do is 

on-brand. You’ll find it here. 

Brand management: 

www.bwin.com/brandmanagement 

87 

play

Living the brand 

In a service brand the people who work for the organisation are the 

brand. The implication of this is that a service-based organisation has to 

focus on its internal audience to a far greater extent than product-based 

organisations. That’s why the phrase ‘living the brand’ is so appropriate for 

service businesses. Your staff – more than any others – need to live the 

brand and understand the relationship between service and product. So 

what’s the lesson? After the excitement of the creation, don’t neglect the 

brand, or ignore it, or take it for granted. It’s a vital part of the corporate 

DNA. Look after it. All of you. Good luck. 

Play for real 

Bwin is intangible. Just like Google, Amazon and a few other major 

successes of the early 21st century. There’s nothing to touch or feel or see 

– there’s no shop to visit except online. Bwin is truly virtual! So how do you 

express who you are and what you are when you’re not there? Through an 

attitude – expressed through everything you do. Bwin understands how to 

use the brand to make its personality clear to everybody it deals with. 

Judging by its success over the last ten years, this Bwin attitude is one 

that has struck a chord with millions of people all over the world. We at 

Saffron are proud to have played a part in this. The digital expression of an 

attitude in the form of a brand. 

Wally Olins 

Website Advertising Sponsoring 

Direct marketing Promotions Merchandising 

Search engines Social media Presentations 

Mobile Events and fairs Employees 

Media Offices

bwin brandbook

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