CONCEPT CREATION / ART DIRECTION

ZLATAN FOR BETHARD

The brief was to create engaging content with Zlatan for Bethard’s social channels, reinforcing the brand’s link to him,
driving traffic, and keeping a strong sports and betting connection—all within the strict advertising restrictions in Sweden.
The solution was to tap into a universal expression: “I bet you can’t.” Commonly used in everyday life,
it allowed us to talk about betting without sounding like we were. Fans were invited to challenge Zlatan on social media with “I bet you can’t…” statements,
and he would respond—proving them wrong, or sometimes not. The concept created playful, authentic engagement while strengthening the Bethard–Zlatan connection.

Stockholm, Sweden

Tiago Oliveira

hello@tiagois.me
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