Esportes da Sorte has launched its “Convoque” campaign, created to strengthen the brand’s connection with the World Cup universe through a language that blends entertainment, pop culture and football. The campaign transforms the platform’s well-known blue hat into a central storytelling element, functioning as a “portal” between everyday life and a playful universe inspired by the brand experience. The campaign marks a strategic move by Esportes da Sorte to consolidate its presence within the sports betting landscape during the World Cup, while maintaining the entertainment-driven identity that defines the platform’s communication.

The main film features the iconic blue hat and brings together influencers and personalities from music, digital culture and sport, including Léo Santana, Jojo Todynho, Cerol, Duda Gutierrez, Marcelinho Carioca, Luizinho Freitas and Bruno Formiga.At the end of May, the campaign's sequel will launch to continue the story, where an ordinary character leaves a street football match and discovers the glowing blue hat. Upon putting it on, he is transported into a match “beyond reality”, set within an environment combining references to football, casino gaming and digital culture. The script uses humour, exaggerated visuals and fantasy elements to create a brand journey connected to gaming and responsible entertainment.

“The campaign reinforces our strategy for the World Cup: to expand the brand’s presence within the sports space without losing the DNA of fun and entertainment already recognised by the public. The blue hat stops being just a visual element and becomes a narrative asset capable of connecting different parts of the brand experience,” said Marcela Campos, Vice President of Esportes Gaming Brasil, owner of the Esportes da Sorte, Onabet and Lottu brands.

Created by agency Brenda and produced by Nocandy, the campaign takes a multiplatform approach, running across TV, OOH, YouTube and social media, with further developments planned throughout the tournament. The strategy reflects the growing battle for audience attention between brands during the biggest sporting event on the global calendar.

You can see the campaign video here: https://www.youtube.com/watch?v=Ozfl9spoPxE 

Alongside its investment in creators and entertainment, the film closes with responsible gaming messages, aligning the campaign with the group’s institutional positioning around player protection practices and responsible communication within the regulated market.