Hasta La Creative!

The UFC is the biggest MMA competition on the planet, bringing together the best fighters at each event and attracting millions of viewers. Alongside renowned global brands, all fiercely competing for space and attention. In this scenario, how can Bálsamo Bengué – also known as Bengay – stand out as the best solution for muscle pain and bruise relief?

In partnership with the Ultimate Fighting Championship, Bálsamo Bengué introduced the MMAds: the first-ever octagon sponsorship placed exactly at the pain spot. To make it happen, we used computer vision (Al.) and statistical analysis to process over 5,000 male and female fights from both the prelims and main cards in UFC history.

Based on this data, we identified the area of the octagon with the highest concentration of knockouts and submissions – in other words, where the pain hits hardest during a fight. And that's exactly where the brand was showcased, in a strategic spot seen by millions during a live UFC event, in Mexico City. Because where there is pain, there is Bálsamo Bengué.

Company

We

Brands

Bálsamo Bengué and UFC

Creators

Advertising Agency: We, Brazil
Title: “The MMAds”
CEO: Fabio Rosinholi
CCO: Armando Araujo
Executive Creative Director: Kleyton Mourão e Carlos Schleder
Creative Director: Otávio Mastrogiuseppe, Paulo Almeida PA
Creatives: Otávio Mastrogiuseppe, Paulo Almeida PA, Leonardo Brito e Humberto Pacheco
COO: Alexandre Ugadin
Account VP: Wesley Santesso
Account Director: Caio Cocozza
Planner VP: Gisela Toledo
Media VP: Gustavo Gaion
Head of Media: Julio Campos
Media Director: Tatiane Silvério
Media Manager: Almir Silva
Production VP: Camila Naito
Production Manager: Juliana Soares
Head of Graphic Production: Alexandre Borges
Motion: Gibran Sirena e Tiago Diel
Production Company / Animation Studio: Pé Grande Animation
Pé Grande Director: Gabriel Verdana e Felipe Galvão
Pé Grande Motion: Lucas Mori Flores
Sound Production Company: Bumblebeat
Bumblebeat CEO: Lucas Sfair e Henrique Tanji
Bumblebeat Account: Luisa Hackett
Approval: Marcus Sanchez e Cinthia Ribeiro
Technology Company: IDK
IDK CEO: Eduardo Augusto
Technology Director IDK: Lucas Henrique
Data, Development and Analysis: Time IDK

Campaign Timeline

March, 2025

Campaign Assets