To conclude with a flourish the campaign launched last November, Esportes da Sorte, one of the main betting platforms in Brazil, presented its third and final film on the theme of Responsible Gaming.
The play occupied part of the Fantástico interval, on Globo, last Sunday (08). The campaign reinforced the brand’s message, which says: “Betting is in our nature. Betting too much it is not.”
Esportes da Sorte reinforces the message that gaming is entertainment
Thus, the new production uses black and white to transport the viewer directly to the era portrayed. Therefore, the campaign follows the same style as the other two, supporting the discourse that the practice of betting belongs to human nature.
In the first part of the campaign the focus was on flying to the moon, then came the climb to the top of Mount Everest, now the work refers to Santos Dumont. The Brazilian aeronaut, sportsman, self-taught and inventor, who many consider the father of aviation. The film alludes to the first flight with the 14 bis, after other people doubted this feat.
The advertising piece ends with the campaign slogan, reinforcing the idea of propagating Responsible Gaming and encouraging betting as a means of entertainment and not investment. So, Esportes da Sorte developed this project to raise public awareness about the importance of treating the betting universe as fun.
Therefore, the initiative corroborates previous actions, such as when the national brand adopted the text “Game responsibly” in its signatures. This already happened even at a time when there was no obligation on the subject, which is now required by Conar (National Advertising Self-Regulation Council).
Team behind the campaign
Sofia Aldin, CMO of Grupo Esportes da Sorte talks about the campaign: “Our focus is to remain with a clear and direct message, with the aim of affirming the theme of Responsible Gaming. In other words, conveying the idea that betting needs to be taken only as a form of entertainment and fun.”
“We want to reinforce all of this through a creative concept and an attractive aesthetic. Thus, we allude to great historical achievements of humanity, which just need a little push to happen.”
“We are pioneers when talking about Responsible Gaming in Brazil, something that has always been a pillar of our brand. Therefore, betting is part of human nature, but it requires responsibility to guarantee a safe and healthy experience”, adds Sofia.
The entire campaign was created by the agency Suno United Creators, from São Paulo, with:
- Development by Rynaldo Gondim and Gabrielle Henriques
- Planning by Sérgio Katz
- Production made by Saigon Filmes.
Watch the third campaign video:
