)( 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 )
Strategy & creativity
Design
(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.
Work Library
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 )
)
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 )
)
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 )
