São Paulo, May 2026 — Ticket, Edenred Brasil’s Benefits and Engagement brand, is launching its 50th anniversary campaign with a forward-looking perspective rooted in its own history. Under the concept “Ticket: evolving for 50 years. Today, 100% digital,” the campaign revisits the company’s trajectory through the lens of product and technology evolution and digitalization.
The film highlights Ticket’s pioneering role by portraying the brand as the starting point of the benefits category, followed by a chain reaction that traces the different payment methods that have passed through workers’ hands—culminating in the brand’s latest launch: the digital card. The production embraces an aesthetic that blends physical and digital elements, using 3D technologies and artificial intelligence to illustrate this transition, arriving at the present moment in which users can access their benefits—from their very first day of work—through digital wallets and e-commerce platforms.
“The campaign materializes Ticket’s evolution over its 50 years. We moved from paper vouchers to cards, and today we offer a 100% digital experience, aligned with the needs of users and HR teams. More than keeping up with change, our role has always been to lead this transformation, becoming part of the daily lives of thousands of Brazilian workers,” says Danilo Teixeira, Marketing Director at Ticket.
From the agency’s perspective, the creative challenge was to translate this transformation into something tangible. “The idea was to give form to this evolution in a visual and almost physical way, showing how Ticket has been present in different moments of people’s lives. The film’s language reinforces this shift from analog to digital in a fluid and symbolic way,” says Marcelo Rizério, co-founder and CCO of Euphoria Creative.
The move to digital expands the user experience, bringing greater speed and convenience, especially at the moment benefits are activated. The digital solution meets the needs of Ticket’s client companies, as the brand is recognized as number one by HR professionals.
The campaign features a robust and integrated media plan, with presence on platforms such as Meta and LinkedIn, as well as YouTube, out-of-home (OOH) media, and pay TV. As part of the strategy, the brand also aired a spot on Fantástico on May 3—the date it celebrated its 50th anniversary—and will also run on the Globoplay platform. Additional celebrations are planned for users, including the Ticket Cultural Circuit and events for partners and clients.
