)( Overview )
This is the story of how quick thinking — and even quicker creativity — turned what could’ve been a brand snub into a viral win, with almost no media spend.
When a major TikTok influencer, Pugliato, blurred the Ramo logo in an unboxing video to avoid “giving free publicity,” the audience didn’t let it slide. Fans instantly recognized the brand and called him out. Instead of ignoring the moment, Ramo jumped in, hijacked the conversation, and turned it into unprecedented organic engagement — proving once again why it’s one of Colombia’s most iconic and loved brands.
( Capabilities )
Creativity
Media
(01)
(07)
Challenge
This wasn’t about fixing a business problem — it was about seizing a fleeting, strategic opportunity. A spontaneous, user-driven conversation had erupted around the brand, and the challenge was clear: how to hack the moment and tap into an influencer’s audience without spending a dime. Influencers of Pugliato’s caliber (+3.1M followers) typically command steep fees, and organic collaborations at that level are almost unheard of. The risk? That our response would go unnoticed, squandering the chance to turn attention into impact. Our objectives were all about efficiency and reach: to successfully hijack the influencer’s post and enter the conversation at zero cost, and to generate massive virality and engagement, aiming for at least 4 million in reach and 250,000 interactions.
Our approach
We built our strategy on a simple but powerful insight: nothing draws attention like something someone tries to hide — especially when it’s Ramo. The brand’s love runs so deep that even a blurred logo is instantly recognizable. So we leaned into the moment and flipped the script. Instead of asking the influencer to show our logo, we doubled down on his move.
We sent him a custom box full of Ramo products — all the logos intentionally blurred, mirroring his own video — along with a personalized gift: his favorite soccer jersey. It was a playful dare wrapped as a “Blurred Unboxing,” and he took the bait. When his organic unboxing went live, the fan reaction was explosive. We seized the momentum and turned it into a social media promo, offering a limited run of the “Special Edition Blurred Box” to Ramo’s most loyal fans, transforming the box into a coveted cultural artifact.
Impact
The campaign surpassed every objective, proving that a smart, fast, and culturally relevant idea outperforms a big budget every time. We hacked the conversation: Pugliato posted the unboxing video, giving the brand massive exposure — entirely free.
All of this was achieved with a production cost under COP 5M (~ USD 1,250) and $0 in paid media, delivering an extraordinary return on minimal investment.
At a business level, we organically achieved:
Over 12,000 followers organically commented.
The limited-edition boxes sold out in under 5 minutes.
We doubled the 250K target (200% over-delivery)
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 )
