Gold
Award
Hate It Till We Make It
Kaizen Gaming
Brazil
2025
Share:
To see entry media,
create an account
or
log in.
Logging in grants access to Advanced Search
and more Entry Details.
Entrant Company
Wieden+Kennedy SP
Entry Type
Product/Service
Launch Country
Brazil
Program
Clio Sports 2025
Medium Type
Professional
Medium
Sports Betting
Category
Fan Engagement
Betano renamed Brazil’s biggest football competition to Brasileirão Betano with a campaign
of just two words: “Brasileirão. Betano.” Literally repeating the sponsorship name.
Loved at first and hated after months on air, the ad sparked massive backlash. Instead of pulling it, Betano embraced the hate with “Hate It Till We Make It,” answering critics with tailor-made video and personalized content. Backlash turned into hype, and haters became fans, making Brasileirão Betano one of the most talked-about sponsorships in Brazilian football.
Credits
To see entry credits,
create an account
or
log in.
Logging in grants access to Advanced Search and more Entry Details.
Duplicate statues available now
Buy a Statue in
Sports Betting
to Celebrate Your Team
Related Winners
Entrant Company
Wonderful Things
Medium Type
Professional
Medium
Public Relations
Category
Corporate Image
Launch Country
Denmark
Entrant Company
BigTime Creative Shop
Medium Type
Professional
Medium
Digital/Mobile
Category
Artificial Intelligence
Launch Country
Saudi Arabia
Entrant Company
Leo UAE
Medium Type
Professional
Medium
Out of Home
Category
Poster
Launch Country
India
Sports
by David Gianatasio
by David Gianatasio
Sports
by David Gianatasio
by David Gianatasio
Ad of the Week
by David Gianatasio
by David Gianatasio
2 Minutes With
by Shahnaz Mahmud
by Shahnaz Mahmud
