)( 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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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 )
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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 )
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.
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.
Told by
( Argentina )
