Cup challenges
Kwai, the short video app, set out on a mission to launch its brand across Latin America. With a competitor as strong as TikTok, the campaign had to be solid and truly connect with the audience. With that in mind, Kwai decided to sponsor the Copa América, one of the region’s biggest events, with all eyes on it.
What did we do? We got celebrities to do what every true football fan does when their teams go head-to-head—make bets. But not just any bets, bets that hurt, as they should. We brought in celebrities from all the competing countries to wager embarrassing stakes on the outcomes of their national teams’ matches. These bets were turned into TV commercials, and the losing celebrities had to pay up live, right after each game, exclusively on Kwai.