BETCLIC PERDE A COMPOSTURA - CCP BRIEFING ABERTO
2026
Art Direction & Design
Briefing
Betclic wants to use its presence at the Millennium Estoril Open to increase awareness and relevance among a younger audience, helping make tennis feel more accessible, entertaining and culturally relevant. While the tournament is already working to broaden the sport’s appeal, tennis still carries codes of prestige, formality and social knowledge that can make newcomers feel like outsiders. The challenge is to “take the tie off” the event without taking away its prestige — bringing Betclic’s irreverent, democratic personality into a traditionally composed environment.
Proposal
People are more likely to enjoy a sport when they understand what they are watching — and less likely to feel the need to perform belonging when that knowledge is accessible. From this tension comes PERDE A COMPOSTURA, a creative platform that challenges the stiffness and social performance traditionally associated with tennis, without challenging the sport itself. Betclic becomes the brand that gives people permission to relax, ask questions, react naturally and engage with the game on their own terms. The goal is not to make tennis less prestigious, but to make that prestige feel less intimidating, more human and more open to a new generation.
É Ponto, Tia? is the editorial extension of Perde a Compostura: a social-first web series designed to make tennis easier to understand without ever feeling like a lesson. Through the dynamic between Tia Bli, who represents the more composed and traditional world of the tournament, and Tânia Laranjo, who asks the questions of someone discovering the sport for the first time, each episode breaks down a different aspect of tennis through humour, simple language and the help of invited experts. The goal is to remove the distance between those who already “know the game” and those who are just getting into it, making tennis feel more accessible, more entertaining and easier to enjoy with confidence.
During the tournament, Perde a Compostura moves from content into a live brand experience designed to make people participate, compete and have fun with tennis rather than simply watch it. The Betclic stand becomes an energetic playground built around quick, accessible challenges that anyone can join, regardless of how much they know about the sport. At its centre is a fast-paced wall challenge inspired by squash, where players have 30 seconds to hit targets, score points and climb a live ranking, with the best performers progressing to a final for the chance to win premium tournament experiences. Alongside it, lighter activations such as Catch & Win keep the space constantly active, turning Betclic’s presence into one of the most playful and participatory areas of the Estoril Open — and giving visitors a very literal reason to lose their composure.
Live Screens & Vox Pop Content
Throughout the tournament, Perde a Compostura also takes over the event’s live content ecosystem. The giant screens become a recurring space for Tia Bli’s humorous post-match reactions, adding an unexpected voice to the tournament without interrupting the game itself.
At the same time, Tânia Laranjo acts as Betclic’s digital reporter on the ground, interviewing spectators in quick vox pop formats and challenging them with playful, unexpected questions about tennis.
To amplify Perde a Compostura beyond the court, we developed a bold, logo-heavy merch collection inspired by tennis culture, betting language and the visual codes of the campaign.
From statement T-shirts and tops to socks, visors, underwear and accessories, each piece is designed to feel more like a limited fashion drop than traditional event merchandise. The collection extends Betclic’s presence into something people can wear, photograph and share — turning the campaign into a visible cultural statement throughout the tournament and beyond.
End Credits
Year: 2026
Competition: CCP Briefings Abertos
Art Director: Fábio Franco
Designer: Fábio Franco & Tiago Lopes
Strategist: Leonor Vieira
Copywriter: Fábio Franco & Leonor Vieira
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