)( 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
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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 )
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Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
Told by
( Argentina )
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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 )
