Betano’s new brand ambassador is Giannis Antetokounmpo, a living legend of basketball. For a region, like Ontario, Canada, that has a huge basketball fanbase (Toronto Raptors fans are considered some of the most fanatical in the NBA) this is big news. It was also a great way to strengthen Betano’s position in the market of online gambling. We needed to use Giannis as a vehicle to elevate our status, to show our relevance with technology and to create engagement with our target audience.

All great athletes have a trait. They welcome all the challenges that are presented to them. In our era, one of the main challenges facing humanity is the exponential evolution of technology, especially AI technology. This could be the ultimate opponent for one of the top athletes in the world.

With images created by the AI platforms as inspiration, we created surreal, dreamy environments and placed Giannis inside them. The only thing he could do to escape these ominous situations would be to use his “game” skills. Because, after all, in a world that is getting stranger every day, we should all rely on what we can do as humans. Which, in our case, is to play our game in the best possible way.

Our audience consists of “players”. People who are open to challenges and love the game, whatever it may be. Our audience also lives in a digital world, with technology permeating every aspect of their lives. The advancement of AI technology is something that creates both amazement and some sort of anxiety.

By using Giannis Antetokounmpo as an identification point for both our audience and our brand, we are sending out messages of empowerment and also fun (because the game by itself is fun) to the Betano users.

Since the campaign hasn't yet concluded, we don't have final results of the reach, likeability and impact.