Adriana Araújo has a history of surprising achievements and decisions in sports. After her first podium finish at the 2012 Olympics, the athlete declared that she would leave the ring and auction off her bronze medal to pursue her dream: opening her own business.
In an action conceived by The Juju in Brazil, an advertising agency that is part of the Untold_ ecosystem, Superbet decided to open a new chapter in the boxer’s story full of twists and turns and improbabilities: it bought Adriana’s medal, helped her build her new business (a boxing gym) and, now, is returning the medal to the athlete.
In addition to the spontaneous media generated by the news, the campaign plans to invest in television with the premiere of a film that explains the action.
According to Alexandre Fonseca, CEO of Superbet Brasil, the company believes in everything that is super. “And that’s why it bets on athletes who were and should continue to be super, like Adriana,” he says.
Renato Simões, CCO & Partner of The Juju in Brazil, says that Adriana’s trajectory represents the struggle of an athlete in Brazil very well. “It was incredible to have created a plot twist in such a beautiful story,” he celebrates.
Watch the action film:
FT
TITLE: Odds
AGENCY: The Juju
CUSTOMER: Superb
CCO: Renato Simoes
MANAGING DIRECTOR: Ana Clara Grana
ASSOCIATE CREATIVE DIRECTOR: Danilo Carvalho
EDITOR: Renato Simões | Marcelo Pignatari
ART DIRECTOR: Danilo Carvalho |
SERVICE: Ana Clara Grana | Raquel Marques
PLANNING: Ligia Paes de Barros
SOCIAL MEDIA: Marina König
MEDIA: Pullse RJ – Joana Chulam | Caique Tossi | Alessandra Barana
HEAD OF PRODUCTION Thais Possatti
PRODUCER: Modernista Creative Producers
SCENE DIRECTION: Andrew Ignatius
EXECUTIVE PRODUCTION: Marcelo Monteiro | Alexandre Lucas
SERVICE: Iara Demartini | Isabela Fakelmann
CREATIVE DIRECTION: Andrew Inacio |
DIRECTION OF PHOTOGRAPHY: Bock Wines
ANALOG PROJECTIONS AND EFFECTS: Gabriel Rolim
PRODUCTION COORDINATION: Pedro Gomes | Thais Girotto
PRODUCTION DIRECTION: Gilberto Pereira
PRODUCTION OF OBJECTS: Patricia DiGiorgio
ASSEMBLY: Matthew Tibira
COLOR GRADING: Allan Almeida
MOTION E VFX: Guava Post
FINALIZATION: Camila Cavalcante
SOUND PRODUCER: Antfood Music & Sound Design
MUSIC PRODUCTION DIRECTION: Lou Schmidt | Fernando Rojo | Tiago Lins
EXECUTIVE PRODUCTION: Christiane Rachel | Renato Castro
MUSIC PRODUCTION: Lou Schmidt | Fernando Rojo | Lucas Baldin | Luis Bergmann | Tiago Lins | Vinicius Nunes
PRODUCTION COORDINATION: Monique Munhoz | Pablo Mello
FINALIZATION: Bruno Broaska | Fabian Jorge | Pedro Macedo
CLIENT APPROVAL: Alexandre Fonseca | Patricia Prates | Eduardo Aguiar
