Description
To fight betting addiction, we created a betting game. Detox Bet transformed a compulsive behavior into a gamified experience of financial education. Through an interactive online platform called Ação Premiada, the project hijacked the emotional triggers used in betting — risk, suspense, and reward — to build healthier money habits, with no financial loss. The experience included personal finance content and weekly challenges based on real stock market performance. It launched with a live activation at B3, Brazil’s Stock Exchange, and was amplified by influencers, opinion leaders, and national press. Detox Bet redefined the thrill of betting.
This professional campaign titled 'Detox Bet' was published in Brazil in May, 2025. It was created for the brands: B3 Brazilian Stock Exchange and Genial Investimentos, by ad agency: Tech&Soul. This 360°, Digital, and Integrated media campaign is related to the Education and Finance industries and contains 1 media asset. It was submitted 18 days ago by CCO: Flavio of Techandsoul.
Credits
CREDITS
Title: Detox Bet
Client: B3 + Genial Investimentos
B3 Approval: Ana Buchaim, Bruna de Caro, Patrícia Viegas, Fábio Mendonça and Fernanda Lemos, Janaina Vilella, Maria Rita Teixeira Afonso, Guilherme Lima, Carlos Cristofanilli, Stefany Tangi and Isabella Tramontino.
Genial Investimentos Approval: Luciano Faustino, Cadu Vigilia, Gabriela Leite and Camila Splichal
Product: Institutional
MANAGEMENT
CCO: Flavio Waiteman
CEO: Claudio Kalim
COO & CFO: Marcelo Zaine
Business General Director: Liliany Samarão
T&S CREATIVE:
ECD: Daniel Magri
Creative Director: Ricardo Andrés
Art Direction: Marcelo Guimarães, Bruno Oliveira
Copywriter: Brayhan Oviedo
Content Creative Director: Ricardo Miller
Community Manager: Larissa Navarro
Project Manager: Patrícia Goulart
Genial Investimentos Creative Team:
Creative Direction: Luciano Faustino, Cadu Vigilia
FCB Lisboa Creative: Edson Athayde
ACCOUNT MANAGEMENT
Project Director: Cristiane Petrucci
Account Director: Marina Lacerda
Account Manager: Jéssica Carvalho
Account Supervisor: Lara Avansini
MEDIA
Media Director: Eric Zanelli
Media Supervisor: João Vitor
BI
Media Director: Lucas Cruz
BI Manager: Rodolfo Meloque
BI Specialist: Renato Margoni
PLANNING
Planning Director: Vanessa Patino
PRODUCTION
Executive Producer: João Pedro Albuquerque
Production Director: Rogerio Gonçalves
Production Supervisor: Leticia Bamonte
PRODUCTION COMPANIES
Image Production Company: Arapiraca
Scene Direction/Photography: Enio Berwanger
Camera 2: Lee Agnelli
Assistant/Logger: Sergio Moderno
Casting Director: Mei Yi Ho
Casting Assistant: Daniela Okabe
Production Director: Marcos Viana
Production Assistant: Ricardo Marin
Sound Recording: Denis Melito
Editing/Color/Post-Production: Forlan Magalhães
Audio Production: Blood Audio
Music Direction: Otavio de Moraes and Cezar Brandão
Finalization: Vitor Motter e Rafael Pacheco
Account: Carol Vadasz
Executive Production: Dani Monaco
