)( Overview )
Through an integrated PR and digital strategy, we’ve been building On’s connection with the Brazilian audience—reinforcing its performance roots while expanding into fashion and lifestyle culture.
In 2024, On showed up at major events, partnered with influential voices, and dressed prominent figures alongside top fashion brands. This multidimensional approach elevated product awareness and positioned On as a desirable brand across diverse communities—from runners to trendsetters.
With a fully organic strategy, we broadened the conversation beyond sport. Through curated press kits, strategic interviews, fashion features, activations, and relationship-building moments, we delivered meaningful impact in under a year—without relying on paid media.
( Capabilities )
Creativity & Innovation
Strategic Communications
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Challenge
Known primarily for its high-performance products among professional runners, On faced the challenge of building broader brand relevance in Brazil—a market dominated by long-established global competitors. We needed to translate the brand’s Swiss identity in a way that felt authentic and culturally resonant, adapting campaigns and selecting local voices that reflect Brazil’s diversity. At the same time, it was crucial to expand awareness of On’s full product portfolio—positioning its footwear and apparel as desirable not only for elite athletes, but also for everyday sports enthusiasts and lifestyle-driven consumers. Ultimately, the goal was to earn the attention of both media and consumers by making On feel close, aspirational, and relevant across multiple communities.
Our approach
We built our strategy around three key pillars: Brand Reputation, Lifestyle Connection, and Digital PR—each activated through customized tactics to grow awareness and relevance.
We initiated conversations centered on performance, sport, and running, while simultaneously integrating On into fashion, business, and lifestyle media. This dual approach positioned the brand across multiple cultural spaces, organically expanding its visibility and credibility.
To amplify reach, we engaged journalists, stylists, creators, and athletes—both professional and amateur—with strong influence in their communities. We also introduced On to celebrities and public figures through curated seedings, stylist partnerships, and select fashion productions. As a result, the brand became recognized not only for performance, but for its emotional and aspirational appeal.
Impact
Everybody is talking about On in Brazil. Our work generated over 290 media articles, reaching more than 115 million people and driving R$27 million in earned media value—the equivalent of unpaid media exposure.
On social media, branded content surpassed 168 million views, impacting more than 53 million people and expanding On’s visibility far beyond the running community.
At a business level, we organically achieved:
290 articles featured in Brazil’s media outlets.
than 115 million people reached
R$27 million in earned media value
Work Library
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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 )
)
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 )
)
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 )
