Facing the challenge of maintaining the brand’s presence in 70% of Brazilian households while becoming more relevant to a new generation of consumers seeking authentic content, we decided to break away from traditional formats by putting the audience at the center of the creative process.

Together with Ana Castela and Pedro Sampaio, we co-created a song that quickly became a hit, translating Nescau’s energy in sports into an engaging new language. Supported by a multidisciplinary strategy across TikTok, Instagram, and YouTube, the music video launched as Nescau’s biggest campaign of the past 10 years.