)( Overview )
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.
( Capabilities )
Strategy & creativity
Design
(01)
(06)
Challenge
Following the successful launch of NotBurger—already proven by grill masters in a previous campaign—we faced a key challenge: breaking down the lingering perception that plant-based food doesn’t taste good.
This campaign had a twofold goal: to drive trial and conversion by getting more people to try NotBurger and choose NotCo for its superior quality.
Our approach
The launch of a new meatless burger could have followed a conventional, predictable route — but NotCo chose a different path.
To stand out in a category where plant-based messaging often feels repetitive, NotCo turned to pop culture and nostalgia, drawing on UFO cattle abduction myths to create a cinematic and unexpected narrative. Enter the NotCow decoy: a playful concept that reinforced the product’s plant-based edge in a way no food brand had done before.
The humor came from its exaggerated logic: if aliens abduct cows for their meat, then surely they’d prefer NotBurger instead. So NotCo outsmarted them by creating NotCow — a bait-and-switch that lets extraterrestrials enjoy NotBurgers while keeping real cows safe. This disruptive, entertaining approach was designed to make NotBurger impossible to ignore.
Impact
The campaign felt more like a cinematic trailer than a typical product launch, turning the moment into an unexpected, suspenseful narrative. After all, UFOs have always abducted cows… but now that NotCo exists, that’s no longer the case.
With this humorous insight, we broke away from the category’s typical messaging, stood out across all media, and positioned the NotBurger as an irresistible, impossible-to-ignore novelty that everyone wanted to try — and even aliens approved.
Work Library
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Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
Told by
( Argentina )
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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.
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.
Told by
( Mexico )
)
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 )
