)( Overview )
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.
( Capabilities )
Creativity & Innovation
(01)
(07)
Challenge
The series premiere was the most anticipated cultural event of the year, and every brand wanted in. Our challenge was to communicate Burger King’s proposal in a disruptive way—one that would stand out from everything else happening around the launch.
Our approach
El Eternauta’s plot taps into themes of national identity, history, and Argentine pride. At Burger King, we connected the series to something deeply local—and to the brand’s own DNA: irreverence. Through a campaign spot and digital executions, we turned Migue Granados (brand ambassador and key figure for our audience) into the intergalactic traveler who survives the deadly snowfall inside a Burger King restaurant. With humor and authenticity, we connected with people in a way that felt true to both our audience and our brand voice.
Impact
We managed to break through the communication noise surrounding the biggest cultural event of the year. The limited-edition cups sold out in record time, and the new menu items drove increased traffic both to in-store locations and the app.
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 )
Historically, Burger King was to McDonald's what Pepsi was to Coca-Cola: an irreverent competitor, a second-place contender that earned its spot by teasing, provoking, and joking with the category leader. With a radically different attitude —and often better quality— this rivalry captivated marketing and advertising fans worldwide.
However, in Argentina, this fight had lost steam years ago due to several factors: the commoditization of promos in the category, a focus on tactical messaging caused by the economic crisis, the rise of MOSTAZA as a strong competitor, etc. Combined with skyrocketing marketing budgets versus Burger King’s tighter pockets, the brand had lost some of its irreverent tone and its challenger positioning in communication.
Historically, Burger King was to McDonald's what Pepsi was to Coca-Cola: an irreverent competitor, a second-place contender that earned its spot by teasing, provoking, and joking with the category leader. With a radically different attitude —and often better quality— this rivalry captivated marketing and advertising fans worldwide.
However, in Argentina, this fight had lost steam years ago due to several factors: the commoditization of promos in the category, a focus on tactical messaging caused by the economic crisis, the rise of MOSTAZA as a strong competitor, etc. Combined with skyrocketing marketing budgets versus Burger King’s tighter pockets, the brand had lost some of its irreverent tone and its challenger positioning in communication.
Told by
( Argentina )
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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 )
