)( 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
)
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 )
)
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.
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.
Told by
( Argentina )
)
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.
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.
Told by
( Brazil )
