The promotional image was inspired by the sensual photo shoot he did in 1999, when he played for Corinthians and posed for "G Magazine". Given the tone of the post — which has already reached around 800,000 views—and the references used, many believed it was a new edition of the shoot from 27 years ago.
However, the reveal came this Thursday, when the former athlete posted a video about the campaign in partnership with BETesporte.
With the tagline “Not everything is what it seems,” the brand sought to draw attention to the fact that online betting and gaming are restricted to those over 18, while also reinforcing the importance of responsible play.
“Our goal was to show that, just like in life, in the betting world you need to look beyond first impressions. Gaming is fun and exciting, but only when done responsibly, with awareness and safety. If these concepts aren’t respected, it stops being entertainment,” explained Heitor Melo, Chief Marketing Officer (CMO) of BETesporte.
"The idea of working with Vampeta came from his enormous reach. We managed to deliver an important message in a lighthearted way, impacting thousands of people,” the executive added.
For Vampeta, the experience was also remarkable: “When they proposed this initiative, I thought the idea was brilliant. Since the first post, I’ve been receiving hundreds of messages, but the final message is clear: betting is entertainment, but it must be done responsibly and only by those of legal age.”
First post link:
https://www.instagram.com/p/DPOwQ0kjs1-/?igsh=YzJkZXJ4cDM2emUy
Second post link:
https://www.instagram.com/reel/DPTzLeYjs_L/?igsh=NDA5ZW91d3V6aG0=
Source: GMB
