WYcreative has developed Olá’s new campaign to mark the launch of Volcanix, the brand’s latest ice cream, presented as the first Olá product featuring five layers. Built around the creative concept “It’s BOOOOM”, the campaign aims to capture the intensity and surprise associated with the experience of trying this new product.

The creative strategy was based on the idea that some experiences are so remarkable that they require no explanation. In this context, the expression “BOOOOM” carries a dual meaning: on the one hand, it refers to the explosive nature of the volcanic world that inspired the product; on the other, it echoes the Portuguese word bom (“good”), creating a message that is simple, memorable, and easily embraced by consumers.

Developed by the WYcreative team, the campaign draws on observations of real consumer behaviour, particularly the tendency for spontaneous and expressive reactions to unexpected and surprising experiences. Based on this insight, a communication platform was created to encourage the repetition and organic sharing of the expression across different social and digital contexts.

The campaign adopts a multi-channel strategy, with a presence across television, digital platforms, social media, outdoor advertising, and large-format digital out-of-home placements, complemented by an influencer strategy and user-generated content. Content creators play a central role in amplifying the campaign, helping to demonstrate the authenticity and impact of the experience delivered by the new product.

The campaign is the result of a collaborative effort between the teams at Olá and WYcreative, reinforcing the importance of creativity and cultural relevance in building memorable brand experiences. The film was produced by Trix and directed by Filipe Penajoia.