The work should do the talk, always. So this is me doing the translation in case you didn’t pick Portuguese as your Duolingo language.

When Philips decided to bite Bose, JBL, and Beats in Brazil, we knew they had to do more than just lifestyle ads and celebrities wearing their headphones, so we did none of these things and instead launched a podcast.

This podcast literally spoke to the audience Philips wanted to interact with and they became buyers. Because when you don’t push a product but you engage in a movement, you create fans and these fans are loyal.

In Brazil, when you ask people how they’re doing, you hear the expression “Estou na correria” which can be translated as “I’m on the run”, but these people are always on the run, so that becomes their identity, and we decided to call them by their name, to give them a voice and to be relevant.

The podcast was such a success that now it is beyond a simple ad campaign for Philips and the brand is reaping what they sow.

Meu nome é Correria - My name is On the Run.

Check it out on YouTube, Spotify, or on your favorite podcast app.