The new video follows the same format as the first, bringing to light the practice of gambling as part of human nature. This time, it mentions another of the feats considered improbable by humanity, highlighting the first person to climb Mount Everest, the highest mountain on the planet, after others doubted such a feat. The advertising piece ends with the campaign motto, maintaining the idea of reinforcing responsibility and gambling as a means of entertainment.
The new piece is the second in a series of videos produced by Esportes da Sorte, in an initiative that reaffirms the company's commitment to responsible gaming.
The campaign aims to raise awareness among the public that betting should be treated as entertainment only and is in addition to other previous actions by the company, such as when it became the first national brand to adopt the text “Play responsibly” alongside its slogan in its brand signatures. This was even before it was mandatory – currently required by Conar (Brazilian National Advertising Self-Regulation Council) regulations.
“We continue with a clear and objective message, with the aim of reinforcing the theme of responsible gaming and that betting should be seen only as a means of entertainment. We seek to bring all of this back, through a creative concept and a unique aesthetic, following the line of alluding to great historical feats of humanity,” points out Sofia Aldin, CMO of Grupo Esportes da Sorte.
“We stand out as pioneers in talking about responsible gaming in the country, something that has always been a pillar of our company, and we emphasize that gambling is something intrinsic to human nature, but that it should always be done with great responsibility,” reinforces Sofia.
The campaign was conceived by the agency Suno United Creators, from São Paulo, with creation by Rynaldo Gondim and Gabrielle Henriques, planning by Sérgio Katz and production by Saigon Filmes.
Source: GMB
