)( Overview )
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.
( Capabilities )
Strategy & creativity
Earned Media
Influence marketing
Branded Content
(01)
(03)
Challenge
By 2022, betting companies had become some of Brazil’s most visible advertisers, saturating TV, digital, and media channels—almost exclusively through sponsorships in football. In a landscape where every brand was playing the same game, our challenge was clear: position Superbet as a different kind of player. One that could connect with Brazilian audiences beyond the pitch, by telling stories that matter and building emotional relevance in a crowded, football-dominated category.
Our approach
In a category dominated by football, we made a deliberate strategic choice: focus on boxing—a sport with emotional depth but little brand attention in Brazil.
We built the campaign around Adriana Araújo’s powerful story, highlighting her journey from Olympic glory to financial struggle, and Superbet’s role in helping her reclaim her medal and her dream.
Launched right after the 2022 Olympics, the campaign stood out by shifting the narrative—spotlighting resilience, dignity, and a different kind of victory.
Impact
The campaign made a powerful impression, generating over 800 million views, more than $6 million in earned media, and zero negative comments—a rare feat in today’s digital landscape. The story resonated across audiences, proving that emotional storytelling can deliver both cultural relevance and measurable brand impact.
At a business level, we organically achieved:
Work Library
)
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.
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.
Told by
( Brazil )
)
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.
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.
Told by
( Argentina )
( Mexico )
)
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.
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.
Told by
( Colombia )
