Betclic - The Hateful Ball
For Betclic's International Women’s Day campaign, we partnered with Wilson to create "The Hateful Ball"—the first game-ball designed to make misogyny disappear. We took real hate comments directed at female athletes and wrote them on official basketballs using thermo-sensitive ink. When these balls were put into play during the Betclic Women's League games, the players' body heat and physical effort caused the hateful words to literally fade away with every dribble and shot. By turning prejudice into motivation, the campaign proved that true talent always outlasts hate, sparking a massive national conversation and earning a Silver Clio Award. Project Credits Agency: Funnyhow (2025) Client: Betclic x Wilson Creative Directors: César Sousa / André Leite Art Director: Nelson Ribeiro Copywriter: Simão Barreto Special Thanks to Ricardo Malaquias (Betclic)
