The creation is by the agency Ampfy , which is responsible for the concept, strategy and media of the campaign.
“Launching a brand from scratch is a challenge that any agency is thrilled to face. And from the beginning, we saw the opportunity to do something new; all the other brands in the segment were saying the same thing,” commented Andrea Siqueira, CCO and Partner at Ampfy.
Set in the fictional company Brinda Brinds, THE ALFAS revolves around three coworkers who are passionate about soccer: Neto, Mendonça and Sampaio. Inseparable friends, they show how betting should be for fun and not for money. Together, they find in the daily review the true value of cheering and being entertained by the sport.
“Alfa wants to show that betting can — and should — be light. The series conveys this naturally and gracefully, reflecting the bonds of friendship, teasing and respect between coworkers and the spirit of the brand,” says João Paulo Marques, CMO of Alfa.
In addition to the narrative, THE ALFAS is also an invitation to reflect on the limits between fun and addiction — always from the point of view of people and not the brand, which makes the episodes full of elements of humor and human identification.
The production of the series involved the development of the episodes in a writers’ room, rehearsals and preparation of the cast that met for two weeks.
The campaign will be broadcast nationwide on Alfa’s proprietary digital channels and will feature actions on social networks, digital media, OOH, influencer profiles, streaming and open TV on channels such as Globo, SBT, Record and Band.
Source: GMB
