É muito mais que bet

“There are so many new betting brands popping up that soon they’ll create BetFaria, PauloBet, BEToneira…” (Portuguese wordplay that doesn’t quite translate.) And that’s how, in a casual conversation, the insight was born for the most talked-about campaign of the year among betting brands, the one that made the brand the only one in its segment to enter the integrated campaign category of the 48th Clube de Criação Annual.

The campaign teaser got off to a good start. We can’t even count how many people believed Beto Jamaica was going to launch Bet Jamaica. Some thought it was a good joke, others thought it was mockery, but everyone shared it. It worked!

Our teaser became the subject of debates, fan bases, conspiracy theories and fights on X (back then, still Twitter)! And when the mystery was revealed, almost 90% of the comments were positive. A surprising approval rate.

The idea was to escape the commonplace and make everyone pay attention to Esportes da Sorte. Something tells us we did it, since the campaign made the brand the most credible and least rejected in the segment!

As Beto Jamaica put it, Esportes da Sorte is pure entertainment! And who better than Porta dos Fundos to talk about it?

I know this is a place that values good aesthetics, but let’s face it: most betting brands don’t exactly shine when it comes to beautiful communication. Now imagine the madness of spreading a bunch of fake betting brands across Brazil, imitating not only their visual style but their copy too. Everything had to be a bit tacky, with more-than-questionable puns, or nobody would believe it.

After the teaser, it was time for the official campaign launch 😉

There was also a making-of for the film shoot.