In an era where mental well-being is slowly shedding its stigma, Wellhub, Brazil’s leading corporate wellness platform, is taking a bold step to turn a powerful metaphor into a nationwide conversation. Following its debut at the 2025 Rio Open, the campaign “The Real Break Point”—crafted by Euphoria Creative and developed in collaboration with Black Madre—continues its journey with a striking series of print advertisements.
The premise is simple yet powerful: broken tennis rackets, often dismissed as signs of athlete temper or defeat, are reimagined as visual statements of internal pressure, silent exhaustion, and unspoken anxiety. By shifting the focus from external outburst to internal struggle, Wellhub seeks to normalize discussions around mental health, both within and beyond the world of sports.
“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,” said Flávio Reghini, senior director of brand marketing and creative at Wellhub. “We want to continue provoking this conversation with sensitivity and visual strength, using the aesthetics of sport as a metaphor for emotional care.”
The print ads—now featured in major Brazilian newspapers—display authentic broken rackets carefully repaired with athletic tape and bandages. Each racket carries a handwritten message, such as “Playing every day is great, but not when it's forced,” or “Giving your all is amazing—until pressure takes the joy out of it.” These raw, tactile compositions aim to bring visibility to the fragile emotional states often hidden behind physical performance.
“In this campaign, each broken racket carries a phrase that represents anxiety or anguish, transforming the meaning of a common sports expression,” explained Marcelo Rizério, Chief Creative Officer at Euphoria Creative. “It's a metaphor for how our relationship with sports—and life—can shift when mental health isn’t addressed. Everything was created manually using real materials used by athletes.”
Through this evocative imagery and storytelling, Wellhub is not only challenging the narrative around athletic frustration but also expanding it—reminding us that a moment of breakage may be exactly when the mind is asking for care.
With “The Real Break Point”, the company continues its mission to make mental health an integral part of well-being, from the tennis court to the corporate office, and everywhere in between.
