)( 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
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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.
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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.
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