Bronze
Award
Hate it till we make it
Betano
Brazil
2026
Share:
Entrant Company
Wieden + Kennedy SP
Entry Type
Product/Service
Program
Clio Awards 2026
Medium Type
Professional
Medium
Creative Use of Data
Category
Specific Target Audience
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
Betano
São Paulo
Advertising Agency
Wieden + Kennedy SP
Sao Paulo
Network
Wieden + Kennedy
Portland
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
Group Creative Director
José Ferraz
Wieden + Kennedy SP
Group Creative Director
Felipe Paiva
Wieden + Kennedy SP
Project Manager
Ian Nunes
Wieden + Kennedy SP
Project Manager
Anna Strohm
Wieden + Kennedy SP
Art Director
Guilherme Pinho
Wieden + Kennedy SP
Copywriter
Wagner Montanher
Wieden + Kennedy SP
Creative Director
Gabi Marcatto
Wieden + Kennedy SP
Creative Director
Caio Muratore
Wieden + Kennedy SP
Creative Director
Andrea Souza
Wieden + Kennedy SP
head of content
José Diniz
Wieden + Kennedy SP
Content director
Carol Teixeira
Wieden + Kennedy SP
Content Manager
Tayná Jordão
Wieden + Kennedy SP
Community Manager
Mateus Prado
Wieden + Kennedy SP
Community Manager
Pedro Bettamio
Wieden + Kennedy SP
Copywriter
Ketsia Sales
Wieden + Kennedy SP
HEAD OF PRODUCTION
Patricia Gaglioni
Wieden + Kennedy SP
Production Manager
Fabio Reitzfeld
Wieden + Kennedy SP
Hub Leader
Sergio Silveira
Wieden + Kennedy SP
Account Manager
Juliana Macedo
Wieden + Kennedy SP
Account Supervisor
Carolina Eusebio
Wieden + Kennedy SP
Strategy Director
Gustavo Dornelles
Wieden + Kennedy SP
strategy director
Lucas Nunes
Wieden + Kennedy SP
head of media
Guilherme Cavalcante
Wieden + Kennedy SP
Media Director
Iuellen Souza
Wieden + Kennedy SP
Media Manager
Ana Passos
Wieden + Kennedy SP
Media Supervisor
Débora Santana
Wieden + Kennedy SP
Media Supervisor
Lohanna Monteiro
Wieden + Kennedy SP
Media Coordinator
Bruno Ramos
Wieden + Kennedy SP
Media Coordinator
Deise Costa
Wieden + Kennedy SP
Media Coordinator
Flávio Brandão
Wieden + Kennedy SP
Media Assistant
Rosy Santos
Wieden + Kennedy SP
Media Assistant
Aline Homero
Wieden + Kennedy SP
BI manager
Priscilla Olegario
Wieden + Kennedy SP
operations director
Renata Reigota
Wieden + Kennedy SP
head of PR
Danúbia Paraizo
Wieden + Kennedy SP
Global Marketing Director
Pablo Puertas
Kaizen Gaming
Head of Brand Communications
Stelios Asikopoulos
Kaizen Gaming
Public Affairs Director Betano Brazil
Guilherme Figueiredo
Kaizen Gaming
Marketing Manager
Arthur Niggemann
Betano Brazil
Marketing Director
Raquel Arruda
Betano Brazil
Marketing executive
Jaqueline Rocha
Betano Brazil
Marketing executive
Dafne Kives
Betano Brazil
Marketing executive assistant
Matheus Bromberg
Betano Brazil
makeup design
Sulamita Pereira Dancuart
Seiva.TV
Costume director
Allan Fernandes
Seiva.TV
Costume director
Andre Braune
Seiva.TV
Casting director
Alice Wolfenson
Seiva.TV
Art Director
Lauren Ferreira
Seiva.TV
Production Director
Felipe Rayol
Seiva.TV
2° Assistant Director
Gabi Lima
Seiva.TV
1° Assistant Director
Luciano Arturo
Seiva.TV
Photography Director
Mauricio Padilha
Seiva.TV
Line Producer
Matheus Monteiro
Seiva.TV
Coordenador de Produção
Rafaela Muniz
Seiva.TV
Executive Producer
Marcia Sutter
Seiva.TV
Executive Producer
Marcela Sutter
Seiva.TV
Director
Juan Piczman
SEIVA.TV
Editor
Pedro Macedo
Antfood Music & Sound Design
Editor
Fabian Jorge
Antfood Music & Sound Design
Editor
Bruno Broaska
Antfood Music & Sound Design
Production Coordinator
Pablo Mello
Antfood Music & Sound Design
Production Coordinator
Monique Munhoz
Antfood Music & Sound Design
Music Producer
Vinicius Nunes
Antfood Music & Sound Design
Music Producer
Luis Bergmann
Antfood Music & Sound Design
Music Producer
Lucas Baldin
Antfood Music & Sound Design
Executive Producer
Renato Castro
Antfood Music & Sound Design
Executive Producer
Christiane Rachel
Antfood Music & Sound Design
Music Producer Director
Tiago Lins
Antfood Music & Sound Design
Music Producer Director
Fernando Rojo
Antfood Music & Sound Design
Music Producer Director
Lou Schmidt
Antfood Music & Sound Design
Editor
Uriel Arakilian
Joint SP
Editor
Rafa Hernandes
Joint SP
Editor
Felipe Bartolomeu
Joint SP
Editor
Tiago Gil
Joint SP
Post-Production Coordinator
Yago Rodrigues
Joint SP
Account Executive
Dani Harriz
Joint SP
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