WELCOME
TO THE MOVEMENT
FREZH
We are HAPU, the first full-service communications agency in Brazil that connects brands with Generation Z.
WHO WE ARE
We operate from the physical to the digital realm, offering complete solutions in branding, content, influence, public relations, live marketing, strategic consulting, and special projects, always guided by the cultural zeitgeist.
WHY GENERATION Z
Generation Z already wields over US$360 billion in global purchasing power and directly influences the purchasing decisions of all generations.
METHODOLOGY
With our Z2Z methodology, from Z to Z, we experience and study youth behavior in depth, decoding trends, languages, and cultural movements to transform insights into real connections between brand and community.
CLIENTS & PARTNERS
We have already co-created with brands such as Polo Ralph Lauren, Youcom, Creamy, Heineken, Ofner, and Supley. We operate throughout the country and always work with strategic precision and cultural sensitivity.
IN THE MEDIA
Our work has already been featured in publications such as Estadão, Exame, Época Negócios, Mundo do Marketing, and Propmark, reinforcing our authority in youth behavior and generational communication.
FOUNDING TEAM
Co-Founder & New Business Director
Queren is the co-founder and director of new business at HAPU. With a background in Public Relations, she leads the agency's commercial front with a strategic focus on relationship building, positioning, and creating opportunities between brands and culture. Her work connects business acumen, market analysis, and partnership development, leading projects that encompass branding, content, influence, PR, and live marketing. At HAPU, Queren is responsible for transforming conversations into viable growth paths, connecting brands with more relevant, contemporary communication that resonates with Generation Z.
Queren Hapuque
Co-Founder & Operations Director
Rafaela is the co-founder and COO of HAPU. With a background in Public Relations and creative direction, she leads the structure that transforms cultural strategy into concrete deliverables, connecting method, expertise, and execution in branding, content, influence, PR, and live marketing projects. Her role involves team management, deliverable direction, and strategic project monitoring, ensuring aesthetic consistency, narrative clarity, and understanding of consumer behavior. At HAPU, Rafaela operates between culture and execution, organizing the complexity behind ideas so that they reach the market with intention, rhythm, and relevance for Generation Z.
Rafaela Varella
WE ARE
ANYWHERE,
ANYTIME
Good ideas have no zip code. The zeitgeist is fluid and culture knows no borders. We operate intelligently throughout the country, applying our cultural understanding to connect brands with Gen Z globally.
Where conversation matters, we're there.
HOW WE APPLY THE Z2Z METHODOLOGY
01. CULTURAL INTELLIGENCE
HAPU operates based on the continuous reading of the cultural zeitgeist. We investigate cultural, behavioral, and aesthetic movements that permeate consumption to understand what drives the present and the future. This cultural intelligence guides strategic and creative decisions, ensuring that brands position themselves with context and relevance.
02. STRATEGIC CREATIVE THINKING
For HAPU, creativity is a strategic tool. Every idea is born connected to clear brand, business, and communication objectives. We combine concept, aesthetics, and narrative with data, market learnings, and performance logic, building creative solutions that work both in the cultural imagination and in practice.
03. MARKET-NATIVE APPROACH
We are immersed in the market in which we operate. Before a trend consolidates, we map signs, emerging behaviors, and language changes that indicate new paths. This native approach allows us to anticipate movements, adapt strategies quickly, and design projects aligned with the reality of each audience and channel.
