With the mission of transporting viewers back in time, the new production is made entirely in black and white, following the same style as the other two, supporting the idea that gambling is part of human nature.
However, unlike the first few times, when the video focused on the challenges of flying to the moon and climbing to the top of Mount Everest, the work now takes the audience to the presence of Santos Dumont – the Brazilian aeronaut, athlete, self-taught inventor, and the father of aviation –, alluding to the first flight with the 14 Bis, after other people doubted such a feat.
The advertising piece ends with the campaign slogan, reinforcing the idea of promoting responsible gambling and encouraging betting as a means of entertainment and not as an investment. This is one of the projects promoted by Esportes da Sorte to raise awareness among the public that the world of betting should be treated only as entertainment.
The initiative corroborates previous actions, such as when the national brand adopted the text “Play responsibly” in its signatures, even at a time when there was no obligation on the subject, which is now required by the National Advertising Self-Regulation Council (Conar).
“Our focus is to maintain a clear and direct message, in line with the aim of affirming the theme of responsible gaming and the idea that betting should be seen only as a form of entertainment and fun. We want to reinforce all of this through a creative concept and an attractive aesthetic, alluding to great historical feats of humanity, which only need a little push to happen,” points out Sofia Aldin, CMO of Grupo Esportes da Sorte.
“We position ourselves as pioneers in talking about responsible gaming in Brazil, something that has always been a pillar of our brand, and we emphasize that betting is something intrinsic to human nature, but that it must be done responsibly,” she reinforces.
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 and production by Saigon Filmes.
Source: GMB
