Betclic APP Nº1

This project was developed at FunnyHow? based on a simple insight: Betclic was one of the highest-rated betting apps, yet it never reached five stars because of negative reviews that had nothing to do with the app itself. After analysing real user reviews, we noticed many of the low ratings were contradictory, absurd or completely out of context — which became the foundation of the campaign’s concept.

Instead of hiding these reviews, we chose to highlight them, showing that the only reason the rating wasn’t perfect was due to meaningless or uninformed comments. Visually, we went for a bold, instantly readable approach: large typography, strong contrasts and the reviews displayed exactly as they appear in the stores, creating a humorous and unexpected effect.

The campaign launched in outdoor media, with billboards and city displays in high-traffic areas, and later expanded to television, reinforced by Carlão’s voiceover, which added personality and humour to the concept.

My role involved developing the entire visual direction of the campaign, ensuring impact, clarity and graphic coherence, while also contributing to the overall tone. The result was a striking and memorable campaign that turned irrelevant criticism into a strong brand message.