In a massive event where sponsors fought for attention, LATAM found a smarter way to shine. As a supporting sponsor of Lady Gaga’s historic concert in Copacabana, the brand couldn’t use her image or even her name. So instead of competing for visibility, LATAM turned to those who truly owned the spotlight: the fans. Through social listening, the brand uncovered the language of the Little Monsters and created “Monster Eggs”, hidden messages and visual codes that spoke directly to the fandom, turning limitations into genuine connection.