Zé Delivery | Looks like Zé
In early 2024, global lookalike contests were going viral — from Taylor Swift to soccer stars. But in Brazil, where memes and humor spread like wildfire, the resemblance between Zé’s icon and everyday guys sparked something bigger: a shared identity. By hijacking a global trend and adding our local flair, we didn’t just show up — we showed off. Zé Delivery turned a brand icon into a full-blown cultural experience with a brand-led lookalike contest. Through guerrilla tactics — mysterious posters, street buzz, surprise stadium stunts — we built an immersive, participatory journey that blurred the line between audience and brand.
