The campaign, created by Lean Agência, brings the concept “Brabeza que inspira” (Madness that inspires) and praises the strong side of Brazilian women, who enchant, inspire and shine on and off the pitch. The diversity of gender, race and social class are also present throughout the action.
One of the most important names in the Brazilian artistic scene today, Ludmilla almost had a career as a football player before getting into music. Therefore, the film also uses this hook.
“Changing course is an act of courage. My B side took me closer to football than I ever thought,” says the artist during the video. “I carry in my chest the prophecy of a future full of possibilities. I raise flags and nothing shakes me,” she adds.
The recordings take place on football pitches in the city of São Paulo. The broadcast will be made on open and closed TV stations, portals, social networks and out-of-home media.
“The campaign is pure Brazilianness. A real and inspiring Brazilianness that Ludmilla, a symbol of female empowerment, represents so well,” says Newton de Oliveira Neto, CMO of the NSX Group.
The partnership between Betnacional and Ludmilla began in May this year and involves a series of actions – including sponsorship and activations during the musical event “Numanice”, which the singer performs regularly in several Brazilian cities.
A member of the NSX Group, BetTech that revolutionized the Brazilian sports betting market based on a unique ecosystem with technological solutions, strategic marketing, content, exclusive services and many successful cases, Betnacional follows the concept of “Bet of the Brazilians” with the fastest service in the country when making withdrawals and deposits through PIX.
Currently, the sports betting site sponsors the Náutico, Sport, Santa Cruz, Vitória, Remo and Paysandu teams and the eSports organizations FURIA and O Plano. Its ambassadors are players and former players Vini Jr., Vagner Love, Hernanes, Donizete Pantera, Manoel Tobias, Jean Carlos, Givanildo Oliveira, Sheilla Castro and Natalia Guitler, as well as singers Thiaguinho and Ludmilla.
In stadiums, Betnacional has its brand displayed on advertising boards for games in different state championships and is a sponsor of Futebol 2023 on Rede Globo, in addition to holding the naming rights of the 2023 Estado do Rio.
In early July, Betnacional and Pagbet announced a new commercial agreement with Grupo Globo. The two NSX Group companies will be present in the 2023 FIFA Women's World Cup broadcasts on both TV Globo and SporTV. The group will broadcast seven matches of the Women's Cup on TV Globo (open signal) and 34 of the 64 games on SporTV (closed channel). In streaming, Globoplay will show all the games shown by both channels simultaneously.
Source: GMB
