SÃO PAULO, BRAZIL – Pressure, exhaustion, and the fear of failure are some of the hidden reasons behind actions like breaking a racket. It was from this reflection that Wellhub, the leading corporate well-being platform in Brazil, continues to strengthen its commitment to mental health care.
After making an impact on the public at the 2025 Rio Open with the campaign The Real Break Point, created by Euphoria Creative, the brand continues to transform broken rackets into symbols of the importance of emotional care. Now, a series of print advertisements will reinforce the message with the same premise: to give visibility to the moments when the mind needs a break.
“Mental health is still a taboo, not only among athletes but also among high-performing professionals and even those just trying to cope with daily life. We want to continue provoking this conversation with sensitivity and visual strength, using the aesthetics of sport as a metaphor for emotional care,” Wellhub Senior Director, Brand Marketing & Creative Flávio Reghini said.
The advertisements, published in major newspapers, depict real broken rackets. The messages reveal what lies behind the breakage. They were developed manually with tapes and bandages that symbolize the effort to “hold things together.” An effort that is eased when mental health care enters the court.
“In this campaign, each broken racket carries a phrase that represents some type of anxiety and anguish, changing the context of the original phrase. It’s a metaphor to represent the change in relationship that people can have with this sport when mental health is not well. Playing every day can be very good, but if it’s forced, it’s not. Giving your all can also be incredible, but under pressure, not so much. All of this was done manually using the same material that athletes use,” Euphoria Creative CCO Marcelo Rizério said.
CREDITS:
Creative Agency: Euphoria Creative
Creation: Marcelo Rizério, Ricardo Alonso, Bianca Fratus, and Victor Piva
Account Management: Andressa Fukunaga, Amanda Teixeira, and Talita Lima
Strategy: Caio Del Manto and César Villas Bôas
Media and Insights: Tiago Santos, Eliane Bernardino, Lucas Uehara, Cauan Carvalho, and Marcus Paschero
Production: Cris Almeida and Larissa Gonzaga
Clients: Yoni Solomon, Flavio Reghini, Amanda Freitas, Caio Scaff, and Gabriel Miguel da Silva
Production Company: Black Madre
Creative Director: André Maciel
Executive Producer: Tina Castro
Head of Planning: Le Alves
Executive Account Management: Camila Holzmann
Head of Production: Laryssa Andrade
Typography: André Maciel
Art Assistant: Gabriel Moran
Photography: JO/MO Studio
PR Agency – Euphoria Creative
Account Director: Giovanna Ricci
Account Manager: Amanda Otero
