Targeting pain relief at the UFC

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