São Paulo, March 2026 – Wellhub, a corporate well-being platform that connects employees to a global network of gyms, studios and wellness apps, has launched its new campaign, placing individuality at the center of the conversation around well-being. The initiative highlights the platform’s range of plans, designed to adapt to different company and employee profiles.
Created by the agency cccaramelo, the campaign begins with an observation of everyday life: when we are in groups, we tend to replicate behaviors and often become similar in tastes, habits and even style. The narrative explores this dynamic to show that, although people may appear the same, each individual has specific needs. The pieces emphasize that Wellhub has developed 12 different plans to fit each person’s routine, lifestyle and budget.
“Belonging to groups is cultural. Every stage of life and every environment we are part of shapes our social identity in some way. Even so, we still have needs that remain unique. The campaign is built on this cultural dynamic and reinforces a core principle for Wellhub: personalization is not just a feature, it is a pillar of our model. By offering different plans, we can address diverse realities and expand access to well-being in a more inclusive and scalable way,” says Leandro Caldeira, CMO of Wellhub.
The film presents different visually homogeneous groups, such as startup teams wearing modern T-shirts and outfits, all following the same style. The narrative then breaks this uniformity by revisiting these same characters in individual moments of sports practice, revealing that behind the collective appearance, each person has their own needs, rhythms and choices.
“Our starting point was a simple observation from real life. When we’re in groups, we begin to look alike. The campaign emerges exactly from this tension between the collective and the individual. Creatively, we decided to push this idea to the limit: showing visually homogeneous groups, almost choreographed, and then revealing the differences that inspired Wellhub to create 12 plans,” explain Pallu and Zampoli, Creative Directors at cccaramelo.
