Gold
Award
Hate It Till We Make It
Kaizen Gaming
Brazil
2025
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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
Advertising Agency
Wieden+Kennedy SP
Sao Paulo
Advertiser / Brand
Kaizen Gaming
São Paulo
Advertising Agency
Wieden+Kennedy SP
Sao Paulo
Production Company
SEIVA.TV
São Paulo
Music/Sound Company
Antfood Music & Sound Design
São Paulo
Production Company
Joint São Paulo
São Paulo
Chief Creative Officer
Rodrigo Jatene
Wieden + Kennedy SP
Senior Art Director
Guilherme Pinho
Wieden + Kennedy SP
Copywriter
Wagner Montanher
Wieden+Kennedy SP
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