This Brazilian Athlete Beat the Odds to Win the Same Medal Twice

After her historic triumph at the 2012 Olympic Games, Adriana Araújo became the first female boxer to win a medal for Brazil. This milestone was overshadowed by the need to auction her trophy in order to fulfil her dream.

Thanks to the 'Odds' campaign, developed by The Juju in Brazil, the creative agency of the Untold_ ecosystem, and Superbet, a new chapter has been written in Adriana's story. The betting platform not only bought the boxer's medal but also helped her realise her great dream: to build a boxing academy. 

Alexandre Fonseca, CEO of Superbet Brazil, comments, "Superbet believes in everything that is super and therefore bets on athletes who have been and should continue to be super, such as Adriana."

But this story still continues because now, in The Juju and Superbet's campaign, Araújo got her medal back. Renato Simões, CCO and partner of The Juju in Brazil, says, "Adriana has a trajectory that perfectly represents the struggle of an athlete in our country. It was incredible to create and achieve a plot twist in such a beautiful story."

In addition to the organically generated content that emerged from the news, the campaign included several initiatives such as seeding in the media, with interviews of Adriana, and influencer actions. The climax came after the presentation of the TV spot, which premiered simultaneously with the closure of the Paris 2024 Olympic Games.