Ramo turns a blurred logo into a viral unboxing — Colombia's first indie Yellow Pencil

Influencers don't do free publicity — especially not stars like Pugliato, one of Colombia's biggest TikTokers. When he got football jerseys inside Ramo's signature box, he deliberately blurred the brand's logo in his unboxing video to avoid giving the company exposure. His effort backfired: followers instantly recognised the iconic box and demanded, "We want the Ramo box!"

Ramo and its agency The Juju jumped in instead of sulking. In 24 hours they recreated the box with a twist — everything inside, even a special-edition jersey, carried a blurred logo. They sent it to Pugliato unsure how he would react. The payoff was a second unboxing, produced for free, whose organic impact was bigger than the original paid collaboration.

The idea worked because it turned the influencer's snub into the campaign itself: the brand joined the joke, and the audience, which had already recognised the box, did the promotion. At the D&AD Awards 2025 the work won a Yellow Pencil in Creator Content and a Wood Pencil in Digital Marketing, making The Juju the first independent Colombian agency to take the award and giving Colombia only its sixth Yellow Pencil since 1962.