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Always Up for Any Challenge!


WTF is a new tariff plan from Optimus dedicated to a younger audience, from 15 to 24 years old. They challenged us to create a concept and strategy for the new brand activation campaign, which aimed to put WTF ambassadors – the Youtubers – in touch with young people, and also to emphasize the communication style of this brand, marked by the unusual, the surprising, the unthinkable.


We wanted to get into the mindset of the brand so, after intensive analysis and research on the Y generation, we came up with the WTF Elections concept, which led to a 360º campaign strategy made up of several actions that took place all over the country for several months. The goal of this campaign concept was to give voice to new generations to express themselves on current issues in the way they like best: disruptively. Youtubers, as symbols of this culture and attitude, were the electoral candidates that boosted the concept. With their own airtime rights, they engaged with young people, and the latter had the power to vote or give new suggestions and ideas about the topics being discussed by the Youtubers through social media, roadshows in schools around the country, and rallies.

  • Over 100K young people impacted on the ground.
  • Around 250K views per candidate YouTube video.
  • Looots of WTF cards handed out…

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