Santander sponsors São Paulo Fashion Week, one of the biggest fashion weeks in the world. It also sponsors Garena Free Fire, the most played mobile game in Brazil. To create new business around these two gigantic industries (fashion and games), the bank took Free Fire's digital skins and brought them to life during the SPFW.

Two important things happen in Brazil at the beginning of the year: a new season of Big Brother (our most famous reality show) starts; and we must pay lots of taxes and end up with a lot of debt. Santander mixed these facts and called former Big Brother champions, who spent all their prize money and got broke, to talk about how important it is to take care of each cent.

One of the most famous singers/dancers in the 80’s, Maria Gretchen, recently became an internet sensation. She appeared everywhere. Literally everywhere. So we turned this into a campaign, making Gretchen appear in a place no one expected: a wall full of mold.

How to make the internet work to relaunch your brand?

The Amigos group, one of the biggest hits in Brazil’s music, decided to get on tour 20 years after their last show. To relaunch them and cause buzz, we decided to use our most powerful weapons: the extreme popular artists’ social media profiles. We created several sharable facts (like taking one of the members to secretly sing in a famous karaoke) and the members used their social power to spread our message.

EVIDENCE #2: Leonardo appears by surprise in a famous Brazilian karaoke.

EVIDENCE #3: The most famous conductor in Brazil rehearses an Amigos song with his orchestra.