)( 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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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 )
)
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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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 )
