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Strategy & creativity

Design

Challenge

To connect emotionally with young audiences—an important yet hard-to-reach audience for Cabify—and make them see the brand as approachable, so price would no longer be the deciding factor. All while recognizing that music is a true passion for this generation, and that urban music is the fastest-growing and most popular genre.

Our approach

The campaign launched a series of Spotify playlists curated by artists like Trueno, Paulo Londra, and María Becerra, featuring the songs they personally recommended for Cabify rides.

To amplify the experience, we created spots that shared each artist’s story and invited people to discover their playlists. The entire campaign used a fresh, stylish, and versatile visual resource: animation.

With a presence across digital, radio, and out-of-home media, the campaign delivered consistency and reach at every touchpoint.

Impact

We managed to connect with young audiences and invite them to “let themselves be carried away,” helping the brand reach its goals on every level. By the end of 2023:

  • +7 pp in usage among 18–25 year-olds, reaching 70%
  • Increased brand attributes in the youth segment:
    -“It’s a brand I like” +10 pp
    -
    “It’s an original, creative brand” +13 pp
    -
    “It’s a fun, upbeat brand” +15 pp

The playlists were a real success:

  • +10,814,119 ad impressions
  • +246K stream plays
  • +700K minutes listened
  • 20 min average daily listening time per user of Cabify-generated content

Work Library

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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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In a country where football dominates the headlines, Adriana Araújo made history by becoming the first Brazilian female boxer to win an Olympic medal, taking bronze at the London 2012 Games. Despite this landmark achievement, financial hardship led her to auction off her medal in hopes of funding a new dream: opening her own boxing gym.

That’s when Superbet stepped in—not only placing the winning bid to support her ambition, but also returning the medal to Adriana as a surprise gesture. With this symbolic act, she became the first athlete to win the same Olympic medal twice.

The campaign told a story far beyond sport—it was about dignity, resilience, and rewriting the narrative of what it means to win.

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( Brazil )

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Historically, Burger King played the role of the cheeky challenger to McDonald’s, a second-place contender that earned its spot by poking fun, stirring the pot, and boldly standing apart. With a distinct attitude and often superior quality, this rivalry captured the attention of marketing and advertising enthusiasts around the world.

But in Argentina, that dynamic had faded over time. The category had become commoditized, with endless promotions, and brands shifted toward tactical messaging due to economic instability. Also Mostaza emerged as a strong competitor. Combined with high marketing budgets that didn’t match consumer spending power, Burger King had lost some of its irreverent edge and its challenger voice in communications.

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