Betano
2025
Hate it Till We Make it
Hate it Till We Make it
Betano sponsored the naming rights of Brazil's major football competition, transforming Brasileirão into Brasileirão Betano. To make sure everyone knew it, they launched the most memorable campaign of the year, running for eight months across every media channel, using just two words: Brasileirão Betano.
The constant repetition generated a lot of hate. But instead, we responded with tailor-made videos and personalized messages to every single hater.
Case Study
Results
"The most talked brand during the championship"
@LucasArdito tweet:
"Brasileirão Betano commercial deserves an award for being the most annoying ad of 2024"
@adayanevaleria tweet:
"I feel like blowing up her TV whenever the Brasileirão Betano commercial comes on"
@gxlrm tweet:
"I wanted to create a community on social media called: I can't stand the Brasileirão Betano commercial anymore"
@pedrorosa tweet:
"I wanted to punch whoever came up with the Brasileirão Betano commercial idea"
@phduartec tweet:
"I wanted the commercial to be sent to f*nking nowhere"
@tandysfc1 tweet:
"Brasileirão Betano commercial feels like a horror movie"
@laurasnj29 tweet:
"It's not written how angry I am about the Brasileirão Betano commercial"
We kept responding with tailor-made videos and customized messages
my role: creative director
@wieden+kennedy