Context: Execute a regional campaign throughout Latin America aimed at 15 to 20-year olds who are skeptical about marketing.
Insight/Idea: Trigger an “optimistic rebellion” by inspiring people to express their view of the world through creativity. To do this, we identified key words our audiences were searching for on Google and created original content relevant to those words. Forty videos were created around the brand pillars of street sports, music, fashion and art.
Why This Case: Knowledge of pop culture in Latin America, as well as tapping into our network of digital and traditional artists.
Results: High level of engagement and participation with no investment in traditional media. The campaign was also used in other regions of the world.