)( Overview )
Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
( Capabilities )
Strategy & creativity
Design
(01)
(12)
Challenge
To connect emotionally with young audiences—an important yet hard-to-reach audience for Cabify—and make them see the brand as approachable, so price would no longer be the deciding factor. All while recognizing that music is a true passion for this generation, and that urban music is the fastest-growing and most popular genre.
Our approach
The campaign launched a series of Spotify playlists curated by artists like Trueno, Paulo Londra, and María Becerra, featuring the songs they personally recommended for Cabify rides.
To amplify the experience, we created spots that shared each artist’s story and invited people to discover their playlists. The entire campaign used a fresh, stylish, and versatile visual resource: animation.
With a presence across digital, radio, and out-of-home media, the campaign delivered consistency and reach at every touchpoint.
Impact
We managed to connect with young audiences and invite them to “let themselves be carried away,” helping the brand reach its goals on every level. By the end of 2023:
- +7 pp in usage among 18–25 year-olds, reaching 70%
- Increased brand attributes in the youth segment:
-“It’s a brand I like” +10 pp
-“It’s an original, creative brand” +13 pp
-“It’s a fun, upbeat brand” +15 pp
The playlists were a real success:
- +10,814,119 ad impressions
- +246K stream plays
- +700K minutes listened
- 20 min average daily listening time per user of Cabify-generated content
Work Library
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That’s when Superbet stepped in—not only placing the winning bid to support her ambition, but also returning the medal to Adriana as a surprise gesture. With this symbolic act, she became the first athlete to win the same Olympic medal twice.
The campaign told a story far beyond sport—it was about dignity, resilience, and rewriting the narrative of what it means to win.
In a country where football dominates the headlines, Adriana Araújo made history by becoming the first Brazilian female boxer to win an Olympic medal, taking bronze at the London 2012 Games. Despite this landmark achievement, financial hardship led her to auction off her medal in hopes of funding a new dream: opening her own boxing gym.
That’s when Superbet stepped in—not only placing the winning bid to support her ambition, but also returning the medal to Adriana as a surprise gesture. With this symbolic act, she became the first athlete to win the same Olympic medal twice.
The campaign told a story far beyond sport—it was about dignity, resilience, and rewriting the narrative of what it means to win.
Told by
( Brazil )
)
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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.
Told by
( Argentina )
)
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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.
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.
Told by
( Perú )
