)( 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 & Innovation
Strategic Communications
(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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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 )
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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 )
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In 2024, Bayer Crop Science set out to reimagine how Black Friday could work for agribusiness. Rather than treating it as a standalone promotion, the brand saw an opportunity to build a unified, strategic platform that could engage rural producers more meaningfully. AgroFriday was born—a new positioning that transformed a traditionally retail-focused moment into a consistent, multichannel journey tailored for farmers. By aligning Bayer’s commercial team, distributors, and partners under one powerful narrative, AgroFriday created a value-driven campaign that spoke directly to the needs and rhythms of agricultural life.
In 2024, Bayer Crop Science set out to reimagine how Black Friday could work for agribusiness. Rather than treating it as a standalone promotion, the brand saw an opportunity to build a unified, strategic platform that could engage rural producers more meaningfully. AgroFriday was born—a new positioning that transformed a traditionally retail-focused moment into a consistent, multichannel journey tailored for farmers. By aligning Bayer’s commercial team, distributors, and partners under one powerful narrative, AgroFriday created a value-driven campaign that spoke directly to the needs and rhythms of agricultural life.
Told by
( Brazil )
( Brazil )
