Bang&Olfusen
Problem
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Betclic needed to build awareness around its partnership with the Millennium Estoril Open in a country where football dominates sports culture and tennis is often perceived as a more elite, distant sport.
Insight
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Portuguese fans don’t just watch football, they emotionally live it. When football pauses, what people really miss is the feeling, not the sport itself.
Solution
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We reframed tennis as the next place where that emotion continues by visually echoing football imagery through tennis.
This year, Betclic becomes a partner of the Millennium Estoril Open, one of Portugal’s most prestigious tennis tournaments.
This is a conceptual print built on a simple but powerful idea: Portugal is a football country. The sport is deeply rooted in the culture; it’s emotional, communal, and part of everyday life. With the World Cup marking the end of an era for Cristiano Ronaldo, fans anticipate the tournament intensely, but few think about the emotional void that follows it.
This visual plays with tennis, mimicking football imagery, reminding fans that even when football stops, the emotion of sport continues, and so do the reasons to bet. The Millennium Estoril Open becomes the next stage for that excitement.
Credits: Art Direction and copy: Danaë.