Betano rolled out a responsible gaming campaign starring former footballer Sebastián “Loco” Abreu, recast as “El Responsible” to underscore that sports betting should be seen as entertainment, not investment.
Inspired by the Brazilian expression “Não mete o loco” (“don’t go crazy”), the concept blends Portuñol—a playful mix of Portuguese and Spanish—and popular slang to underscore key responsible-gambling practices: setting time limits, knowing when to stop, respecting your budget, and taking breaks to keep betting fun.
The launch unfolded in three dynamic phases: It all kicked off when TNT Sports Brasil ran an exclusive interview teasing Sebastián “El Loco” Abreu’s return to play—sparking viral coverage across sports sites and mainstream press at home and abroad.
One of El Loco Abreu’s biggest fans and a die-hard Botafogo supporter, Pedro Certezas reacted to the news of his idol’s potential return to the game.
After the buzz peaked, we revealed that his comeback was powered by Betano to champion responsible gaming—debuting our playful hero film and turning the brand’s initiative into headline news across sports media.
We then deepened engagement with an educational hub featuring step-by-step guides, while interactive social posts and influencer takeovers kept the conversation alive. Beyond the hero film, the campaign expanded into OOH placements around stadiums, TV spots during match broadcasts, and a robust social-media rollout with ambassadors, including “El Responsible” Abreu.
PR:
Agency: Wieden+Kennedy São Paulo
Brand: Betano
Role: Creative & Content Director
CAROL TEIXEIRA | WORK 