COMPLETA PRA MIM 

Ipiranga is one of the biggest filling station companies in Brazil. It's historically famous for making irreverent, pop, culture-bending campaigns, and has been building an image of completeness in the minds and hearts of Brazilians for decades. In 2024 we got the chance to create Ipiranga's new positioning and went for the best place to get insights: the filling station. We Brazilians say an extremely common phrase when asking the attendant to fill the tank: completa pra mim. Literally "complete for me" but that gets completely lost in translation, in context it's more like "fill up for me", but with another layer of "it's a complete place for me".

Anyway, for the brand this sentence fits perfectly, because it refers to the literal and metaphorical meaning. Ipiranga "completes" the tank, but also almost every aspect of a person's route, no matter how they're going, to keep them going. As a countrywide popular brand, it has to resonate with most people, and what better way to conquer anyone's heart than with fun, upbeat, catchy music? So that's what we did, in a way only Ipiranga could. (sorry, portuguese only)