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