VICTOR GREGÓRIO                                                                                                                              CREATIVE ART DIRECTOR
                                                                                               ABOUT

  

UNLOCK THE IMPOSSIBLE

YOPRO

To prove that the impossible can be overcome through preparation, endurance, and the right nutrition, YoPRO challenged ultramarathon runner Pepe Fiamoncini 
to run nonstop on a treadmill for 24 hours.

The challenge became a live public event, bringing together the running community, athletes, influencers, and spectators. People could follow every kilometer in real time, support Pepe, and even run alongside him throughout 
the challenge.

After covering 174 kilometers in 24 hours, Pepe broke a world record and transformed an extreme physical challenge into a powerful demonstration 
of YoPRO’s purpose: helping people reach their highest level of performance.

The results?

- 1 world record broken
- Over R$12 million in earned media
- More than 85 articles published in Brazil and abroad
- Over 250,000 social media interactions, with 100% positive mentions
- 3% growth in market share
- 20x higher engagement than the brand’s monthly average
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RECOGNATIONS


RECORD - GUINNESS WORLD RECORDS

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Agency: Oliver
With: Douglas Spernega, André Abreu e Raicon Costa