The film, created by Wieden + Kennedy SP, features the concept “Não mete o Loco” (“Don’t go crazy”), referencing Abreu’s sports background and using popular expressions to raise football fans’ awareness about time limits, controls, and breaks, emphasizing three basic responsible gambling rules:
-Respect your limits by always betting within your financial reality;
-Take breaks from betting so it doesn’t become an intense routine;
-Bet for fun, without confusing entertainment with a way to supplement income.
The 60-second debut video shows Abreu speaking in a mix of Portuguese and Spanish (“portunhol”), using colloquial expressions to alert the audience about safe betting practices — such as setting time limits, knowing when to stop, and respecting one’s budget.
According to Arthur Niggemann, Senior Marketing Manager for the Americas at Betano, Abreu’s career provided a direct analogy for the campaign’s message.
“The idea of having Loco rethink his behavior and become a more responsible player seemed like the perfect analogy for what we want from this campaign — that people understand the responsibility they have when betting, both for themselves and those around them,” Niggemann told Poder360 portal.
The slogan “Não mete o Loco. Seja responsável” (“Don’t go crazy. Be responsible”) was chosen because it frequently appeared in the company’s research, linked to the football world. “The combination of the phrase with the player was a perfect match,” Niggemann added.
“The primary audience is certainly football fans, and during the campaign, we will bring in other ambassadors to help us reach different audiences.”
The campaign is structured in three phases. The first phase, already launched across streets and social media, focuses on initial awareness and encouraging self-control.
“In the next phases, the focus will be more direct education with materials such as guides or step-by-step instructions for safe betting, reinforcing self-control and self-confidence as pillars of a conscious and responsible betting experience,” he explained.
Before launching the campaign, the company sought to understand user behavior and the main risks linked to problem gambling. “Our strategy is to provide qualified information in an attractive and educational way,” Niggemann said.
The campaign pillars include: playing for fun, taking breaks, and betting only within one’s financial reality.
In addition to the video, the campaign features an educational content website. It will be broadcast across various channels, with outdoor media near stadiums, TV ads on both free and paid channels during sports broadcasts, and a strong presence on social media.
The campaign will also be rolled out in other Latin American countries, such as Peru, Mexico, Chile, Colombia, Ecuador, and Argentina. Loco Abreu himself will change his profile name to “El Responsável Abreu” and produce videos focused on betting education. He joins other brand ambassadors like Adriane Galisteu and Felipe Massa.
The company states that this campaign is just one of several initiatives related to its responsible gambling policy. The platform offers tools such as financial and time limits, betting timers, time-out options, self-exclusion, age verification, and links to support organizations.
Source: GMB
