)( 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 )
Creativity & Innovation
Strategic Communications
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(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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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.
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 )
( Mexico )
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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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This is the story of how quick thinking — and even quicker creativity — turned what could’ve been a brand snub into a viral win, with almost no media spend.
When a major TikTok influencer, Pugliato, blurred the Ramo logo in an unboxing video to avoid “giving free publicity,” the audience didn’t let it slide. Fans instantly recognized the brand and called him out. Instead of ignoring the moment, Ramo jumped in, hijacked the conversation, and turned it into unprecedented organic engagement — proving once again why it’s one of Colombia’s most iconic and loved brands.
This is the story of how quick thinking — and even quicker creativity — turned what could’ve been a brand snub into a viral win, with almost no media spend.
When a major TikTok influencer, Pugliato, blurred the Ramo logo in an unboxing video to avoid “giving free publicity,” the audience didn’t let it slide. Fans instantly recognized the brand and called him out. Instead of ignoring the moment, Ramo jumped in, hijacked the conversation, and turned it into unprecedented organic engagement — proving once again why it’s one of Colombia’s most iconic and loved brands.
Told by
( Colombia )
