)( Overview )
Derechos con Voz (Rights with a Voice) is a campaign created by The Juju for Amnesty International, aimed at bringing its message closer to Latin America’s younger generations through music on TikTok and Instagram.
The initiative invited emerging artists to compose original songs — up to 60 seconds long — inspired by human rights, delivering the message through the formats, platforms, and language young people engage with today.
( Capabilities )
Strategic & creative thinking
Digital Innovation & Social Media Marketing
Community Engagement & Cultural Collaboration
Purpose-Driven Storytelling
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Challenge
A significant percentage of young people in Latin America are showing a worrying affinity for authoritarian governments, especially when these promise order or economic benefits.
This is compounded by a lack of education around human rights, leaving these young people vulnerable to antidemocratic narratives and without the tools to question them.
Our approach
On December 10, 2023, marking the 75th anniversary of the Universal Declaration of Human Rights, we launched Rights with a Voice. Ten young artists from Mexico, Peru, and Argentina were invited to compose original songs on TikTok inspired by different human rights.
Each artist selected one of the 30 rights and encouraged other emerging musicians to join the movement using the hashtag #DerechosConVoz.
The campaign spread organically through the artists’ own communities, leveraging TikTok —the leading discovery channel for music among 16- to 24-year-olds— and extending to Instagram, where the conversation continued to grow
Impact
- Over 8 million people reached in just 2 months.
- 71 videos created (originals and covers).
- Engagement: 154% on TikTok / 102% on Instagram.
- More than 450,000 interactions generated through artists’ communities.
- Active participation across Mexico, Peru, Argentina, and Colombia.
- Amnesty International gained new young followers, positioning itself as a relevant voice among emerging audiences.
Work Library
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When we lose someone, their voice becomes one of the most powerful memories we hold. Listening to a voice note brings back presence, warmth, and the fear of losing it forever.
That’s why Victoria invited people to preserve the voices of those they miss. Through a WhatsApp submission, messages were remastered and saved in personalized Spotify playlists. Then came a final tribute: each voice was turned into a scannable necklace — a soundwave transformed into a wearable memory, delivered in a keepsake box crafted by Victoria.
In a country where remembrance is a celebration, Victoria transformed a digital habit into a new ritual of memory — one that is heartfelt, human, and lasting.
When we lose someone, their voice becomes one of the most powerful memories we hold. Listening to a voice note brings back presence, warmth, and the fear of losing it forever.
That’s why Victoria invited people to preserve the voices of those they miss. Through a WhatsApp submission, messages were remastered and saved in personalized Spotify playlists. Then came a final tribute: each voice was turned into a scannable necklace — a soundwave transformed into a wearable memory, delivered in a keepsake box crafted by Victoria.
In a country where remembrance is a celebration, Victoria transformed a digital habit into a new ritual of memory — one that is heartfelt, human, and lasting.
Told by
( Mexico )
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El Eternauta, the first Netflix original series produced entirely in Argentina, was one of the most anticipated cultural releases of the year. Based on the iconic science fiction comic first published in 1957, the story depicts an alien invasion that wipes out humanity through a deadly snowstorm—and the resistance that rises in Buenos Aires.
Amid a wave of brand activations around the launch, Burger King—continuing its five-year partnership with Netflix—chose to show up in its own way: by tapping into the series’ universe with the brand’s signature irreverence and connection to local culture.
Starring Migue Granados, the campaign imagined the last survivor of the deadly storm finding refuge inside a BK restaurant. The activation featured three new limited-edition menu items inspired by extreme survival: Crispy Cheddar King, Bacon King, and Guacamole King, along with a collectible cup. With this creative and locally grounded approach, Burger King carved out a distinctive presence in one of the year’s biggest cultural moments.
El Eternauta, the first Netflix original series produced entirely in Argentina, was one of the most anticipated cultural releases of the year. Based on the iconic science fiction comic first published in 1957, the story depicts an alien invasion that wipes out humanity through a deadly snowstorm—and the resistance that rises in Buenos Aires.
Amid a wave of brand activations around the launch, Burger King—continuing its five-year partnership with Netflix—chose to show up in its own way: by tapping into the series’ universe with the brand’s signature irreverence and connection to local culture.
Starring Migue Granados, the campaign imagined the last survivor of the deadly storm finding refuge inside a BK restaurant. The activation featured three new limited-edition menu items inspired by extreme survival: Crispy Cheddar King, Bacon King, and Guacamole King, along with a collectible cup. With this creative and locally grounded approach, Burger King carved out a distinctive presence in one of the year’s biggest cultural moments.
Told by
( Argentina )
Historically, Burger King played the role of the cheeky challenger to McDonald’s, a second-place contender that earned its spot by poking fun, stirring the pot, and boldly standing apart. With a distinct attitude and often superior quality, this rivalry captured the attention of marketing and advertising enthusiasts around the world.
But in Argentina, that dynamic had faded over time. The category had become commoditized, with endless promotions, and brands shifted toward tactical messaging due to economic instability. Also Mostaza emerged as a strong competitor. Combined with high marketing budgets that didn’t match consumer spending power, Burger King had lost some of its irreverent edge and its challenger voice in communications.
Historically, Burger King played the role of the cheeky challenger to McDonald’s, a second-place contender that earned its spot by poking fun, stirring the pot, and boldly standing apart. With a distinct attitude and often superior quality, this rivalry captured the attention of marketing and advertising enthusiasts around the world.
But in Argentina, that dynamic had faded over time. The category had become commoditized, with endless promotions, and brands shifted toward tactical messaging due to economic instability. Also Mostaza emerged as a strong competitor. Combined with high marketing budgets that didn’t match consumer spending power, Burger King had lost some of its irreverent edge and its challenger voice in communications.
Told by
( Argentina )
