Charlie y la Fábrica de Chocolate

The challenge

2026 was the year of the musical-theatre boom: an offer never seen before on Calle Corrientes and across Buenos Aires, with very strong titles competing for the same audience. The goal was to take the lead position before anyone else.

The decisions

1. Using a license with more room to play to build a stronger mix of organic content and press, without losing the standard of a large-scale production.
2. Integrating brand partners into the show's narrative, so they felt part of Wonka's world rather than an ad.
3. Orchestrating every area of the production so each one had something to tell — bringing what happened behind closed doors to the screen.
4. Working alongside the creative team to spot the moments of the process that could become viral, newsworthy or a conversation.