Betano, a partner of Atlético Mineiro since 2021, launched the campaign “Galo’s Cry” last Tuesday (26), celebrating the passion of the black and white fans and the club’s historic journey towards the Copa Libertadores final. With an exciting narrative, the action highlights the central role of the Atletic fans, known as Massa Atleticana, as the team’s “12th player”.
The campaign portrays everyday moments in which everything becomes a reason for fans to shout “Galo”: the sound of a pressure cooker, thunder, an alarm going off or the whistle of a microwave. The idea is to capture the visceral essence of the fans, who sing, cheer and push the team in any circumstance.
In addition to an advertising film, the action also includes a different experience in Belo Horizonte. High-traffic points, such as the International Airport, bus stations and bus stops, were customized with parts that feature motion sensors. When someone approaches, the sound of a cry of “Galo” echoes through the speakers, reinforcing the fans’ connection with the club.
“The time is coming for another Libertadores decision. Betano continues together with Massa Atleticana in search of Eternal Glory, in every Rooster cry that echoes throughout Brazil. In Atlético, Betano trusts”, highlighted the brand in a statement.
Luan Alves, creative at Wieden+Kennedy SP, the agency responsible for the campaign, explained the creative approach: “We start from a truth unique to Atlético Mineiro fans: shouting ‘Galo’ at any noise. Whether it’s an alarm, a horn or thunder, everything becomes a reason to get the scream out of your chest. It’s a project that shows in a visceral way how fans trust Galo for the Libertadores final and positions Betano not just as a sponsor, but as part of the sport’s culture.”
For Atlético’s business superintendent, João Gomide, Massa’s strength is incomparable: “Massa is capable of creating an unsurpassed atmosphere in Brazilian football. This strength is very present in shouting ‘Rooster’ to encourage the team or celebrate big victories. That’s what we’ll be looking for on the 30th, in the Copa Libertadores final. Betano’s campaign reinforces this synergy and how Clube Atlético Mineiro is truly present in the daily lives of Galo fans.”
Airing on open TV, pay TV, digital and outdoor media, the campaign exalts the mutual trust between the club, sponsor and fans, and promises to excite Atletico fans in this final stretch of the Libertadores.
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