)( Overview )
When we lose someone, their voice becomes one of the most powerful memories we hold. Listening to a voice note brings back presence, warmth, and the fear of losing it forever.
That’s why Victoria invited people to preserve the voices of those they miss. Through a WhatsApp submission, messages were remastered and saved in personalized Spotify playlists. Then came a final tribute: each voice was turned into a scannable necklace — a soundwave transformed into a wearable memory, delivered in a keepsake box crafted by Victoria.
In a country where remembrance is a celebration, Victoria transformed a digital habit into a new ritual of memory — one that is heartfelt, human, and lasting.
( Capabilities )
Strategic & Creative Thinking
Cultural Relevance & Insight Mining
Storytelling & Emotional Branding
(01)
(05)
Challenge
For over a decade, Victoria has embraced Día de Muertos not just as a seasonal marketing moment, but as a deep cultural commitment. Year after year, the brand has crafted emotionally resonant campaigns that connect with people’s hearts in meaningful ways.
In 2024, Victoria went one step further—inviting people to preserve the voices of those no longer with us, turning a simple digital habit into a powerful act of remembrance. In doing so, the brand didn’t just honor tradition—it helped it evolve.
In a country where remembering is a celebration, Victoria has become more than just a brand. It’s a keeper of memory, a storyteller, and a cultural ally in the way Mexico honors its dead—and keeps them forever close.
Our approach
Victoria didn’t just understand how we communicate today — it understood how we remember. By analyzing how people use platforms like WhatsApp, where over 7 billion voice notes are shared daily, the brand identified a new social ritual: voice notes as emotional keepsakes.
Victoria transformed an everyday digital habit into something deeply meaningful. By recognizing that these audio messages were becoming sonic memories of those who are no longer with us, the brand proposed something powerful: to immortalize them on Spotify and transform them into physical relics — small objects that aren’t just heard, but held close.
This idea didn’t just spark attention — it gave new meaning to the role of audio within the deeply symbolic context of Día de Muertos.
Impact
This execution transformed an emotional insight into a deeply intimate, yet scalable experience. We used data not just to personalize, but to immortalize. WhatsApp and Spotify — platforms we use every day — have become more than just functional tools; they have become vessels for memory, honoring those who are no longer with us.
Victoria opened the channel, but the personalization stemmed from something that already existed: the voice notes each person had received throughout their life. They weren’t edited or interpreted — they were preserved exactly as they were, because they already carried their own truth.
The campaign reached 5.6 million unique users and generated 14 million impressions. Brand conversation increased by 157%, and 48% of participants chose Victoria as their favorite beer. With optimized investment and reach that exceeded expectations, this campaign proved that data didn’t just amplify the message — it was the message.
At a business level, we organically achieved:
Work Library
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Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
Told by
( Argentina )
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Through an integrated PR and digital strategy, we’ve been building On’s connection with the Brazilian audience—reinforcing its performance roots while expanding into fashion and lifestyle culture.
In 2024, On showed up at major events, partnered with influential voices, and dressed prominent figures alongside top fashion brands. This multidimensional approach elevated product awareness and positioned On as a desirable brand across diverse communities—from runners to trendsetters.
With a fully organic strategy, we broadened the conversation beyond sport. Through curated press kits, strategic interviews, fashion features, activations, and relationship-building moments, we delivered meaningful impact in under a year—without relying on paid media.
Through an integrated PR and digital strategy, we’ve been building On’s connection with the Brazilian audience—reinforcing its performance roots while expanding into fashion and lifestyle culture.
In 2024, On showed up at major events, partnered with influential voices, and dressed prominent figures alongside top fashion brands. This multidimensional approach elevated product awareness and positioned On as a desirable brand across diverse communities—from runners to trendsetters.
With a fully organic strategy, we broadened the conversation beyond sport. Through curated press kits, strategic interviews, fashion features, activations, and relationship-building moments, we delivered meaningful impact in under a year—without relying on paid media.
Told by
( Brazil )
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Derechos con Voz (Rights with a Voice) is a campaign created by The Juju for Amnesty International, aimed at bringing its message closer to Latin America’s younger generations through music on TikTok and Instagram.
The initiative invited emerging artists to compose original songs — up to 60 seconds long — inspired by human rights, delivering the message through the formats, platforms, and language young people engage with today.
Derechos con Voz (Rights with a Voice) is a campaign created by The Juju for Amnesty International, aimed at bringing its message closer to Latin America’s younger generations through music on TikTok and Instagram.
The initiative invited emerging artists to compose original songs — up to 60 seconds long — inspired by human rights, delivering the message through the formats, platforms, and language young people engage with today.
Told by
( Perú )
