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Rights with a voice

( Capabilities )

Strategic & creative thinking

Digital Innovation & Social Media Marketing

Community Engagement & Cultural Collaboration

Purpose-Driven Storytelling

Challenge

A significant percentage of young people in Latin America are showing a worrying affinity for authoritarian governments, especially when these promise order or economic benefits.

This is compounded by a lack of education around human rights, leaving these young people vulnerable to antidemocratic narratives and without the tools to question them.

Our approach

On December 10, 2023, marking the 75th anniversary of the Universal Declaration of Human Rights, we launched Rights with a Voice. Ten young artists from Mexico, Peru, and Argentina were invited to compose original songs on TikTok inspired by different human rights.

Each artist selected one of the 30 rights and encouraged other emerging musicians to join the movement using the hashtag #DerechosConVoz.

The campaign spread organically through the artists’ own communities, leveraging TikTok —the leading discovery channel for music among 16- to 24-year-olds— and extending to Instagram, where the conversation continued to grow

Impact

  • Over 8 million people reached in just 2 months.
  • 71 videos created (originals and covers).
  • Engagement: 154% on TikTok / 102% on Instagram.
  • More than 450,000 interactions generated through artists’ communities.
  • Active participation across Mexico, Peru, Argentina, and Colombia.
  • Amnesty International gained new young followers, positioning itself as a relevant voice among emerging audiences.

Work Library

NotCo is a company on a clear mission: to reinvent the food industry, one bite at a time. Powered by Giuseppe, its proprietary AI, NotCo reimagines animal-based products using the finest plant-based ingredients, making them not only delicious but also far more sustainable than traditional alternatives.

Told by

( Argentina )

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( Mexico )

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After stops in cities like Miami, Toronto, and Mexico City, On brought its signature nighttime relay, SquadRace, to Brazil for the first time, with ágora leading the local communications strategy.

Held on September 7th at São Paulo Expo, the event gathered 96 squads and over 1,500 runners. The challenge: introduce a new race format, grow brand awareness in a crowded market, and activate the local running community.

The race also marked the launch of On Brasil’s Instagram, adding a digital push to build a national audience from the ground up.

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( Brazil )

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El Eternauta, the first Netflix original series produced entirely in Argentina, was one of the most anticipated cultural releases of the year. Based on the iconic science fiction comic first published in 1957, the story depicts an alien invasion that wipes out humanity through a deadly snowstorm—and the resistance that rises in Buenos Aires.


Amid a wave of brand activations around the launch, Burger King—continuing its five-year partnership with Netflix—chose to show up in its own way: by tapping into the series’ universe with the brand’s signature irreverence and connection to local culture. 

Starring Migue Granados, the campaign imagined the last survivor of the deadly storm finding refuge inside a BK restaurant. The activation featured three new limited-edition menu items inspired by extreme survival: Crispy Cheddar King, Bacon King, and Guacamole King, along with a collectible cup. With this creative and locally grounded approach, Burger King carved out a distinctive presence in one of the year’s biggest cultural moments.

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( Argentina )

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