The campaign also shows how sport is part of and impacts the lives of Brazilians, from the decoration of the home environments, the haircuts, the way of dressing and relating to friends.
Another brand-new feature was its arrival in the Colombian market. To do this, Betfair launched a film to present the company's position to the local audience.
The pieces, also signed by Ogilvy, show the fans' feeling of being on the pitch with Betfair.net.
Betfair is already investing heavily in South American football. The international bookmaker paid Globo R$92.9 million (US$$ 18.5m) to sponsor Brazil's matches in the 2022 Qualifiers. The firm also signed a master sponsorship contract with SBT for the Copa América broadcasts with exhibitions in games involving the Brazilian team.
The recognized bookmaker has been the official sponsor of the Copa CONMEBOL Libertadores and of the Copa Sudamericana since 2019. In Brazil, Betfair.net was present with advertising boards in the pitch of the Serie A and Serie B matches of the last Brasileirão.
The company also has famous brand ambassadors, such as Brazilian players Rivaldo, Alex 10 and Portuguese Deco.
Datasheet:
Agency: Ogilvy Brazil
Title: Fezinha
Product: Betfair.net
Client: Betfair
CCO: Felix del Valle
Head of Art: Ricardo Leme Lopes
Executive Creative Director: Márcio Fritzen
Creative Director: Samir Mesquita
Editor: Guilherme Rio, Ygor Silva and Samir Mesquita
Art Director: Thomaz Maksud
Head of Social: Gabriel Araujo
RTVC Producers: Juliana Henriques and Fabiola Thomal
Servie: Denise Caruso, Felipe Obara, Giovanna Giannini
Planning: Thais Frazão, Cleber Almeida, Juliana Oliveira
Media: Vanessa Giannotti, Thiago Ferraz, Raoni Oliveira, Filipe Machado
PR: Danubia Paraizo, Mariana Ramos
Client: Kimberly Daly, James Gilbert, Aidan Kilcoyne, Jessica Wilson, Martin Dyhouse, Siobhan Monaghan
Source: GMB / Propmark
