)( 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 )
)
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 )
)
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 )
