The new advertising piece debuted this Tuesday (26), during the Jornal Nacional break, on TV Globo, and is the first in a series of other videos produced.
The initiative reaffirms Esportes da Sorte’s commitment to responsible gambling. This was reinforced previously, when it became the first national brand to adopt the text “Play responsibly” alongside its slogan in its brand signatures, even before it was mandatory to do so – currently required by Conar regulations.
During the first video of the new campaign, the issue that gambling is part of human nature comes to the fore, even making reference to man’s arrival on the moon. In a 30-second film, the advertising piece begins with an astronaut arriving on the moon and shows how, two years earlier, people doubted such a feat.
Then, the concept is presented, valuing responsibility and gambling as a form of entertainment.
“We were pioneers in talking about responsible gambling in the country, a natural movement, since this has always been a pillar of our company. This time, we sought to bring a differentiated communication, anchored in a highly elaborate aesthetic, which sought to recreate great historical feats, in addition to having a clear and objective text,” highlights Sofia Aldin, CMO of Grupo Esportes da Sorte.
“This idea was precisely to draw attention and invite people to reflect that gambling has always been part of human nature, that we are driven by the challenges that life imposes on us. But making it clear that, in the case of Esportes da Sorte, the act of gambling is about fun and entertainment and we know how to offer that like no one else.”
“Therefore, in this reality, it is essential that we work with responsible gambling practices and disseminate this understanding so that it becomes increasingly clear in people's minds,” he concludes.
The campaign was conceived by the agency Suno United Creators, from São Paulo, created by Rynaldo Gondim and Gabrielle Henriques and produced by Saigon Filmes.
Source: GMB
