)( 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.
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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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In 2024, Bayer Crop Science set out to reimagine how Black Friday could work for agribusiness. Rather than treating it as a standalone promotion, the brand saw an opportunity to build a unified, strategic platform that could engage rural producers more meaningfully. AgroFriday was born—a new positioning that transformed a traditionally retail-focused moment into a consistent, multichannel journey tailored for farmers. By aligning Bayer’s commercial team, distributors, and partners under one powerful narrative, AgroFriday created a value-driven campaign that spoke directly to the needs and rhythms of agricultural life.
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In 2024, On showed up at major events, partnered with influential voices, and dressed prominent figures alongside top fashion brands. This multidimensional approach elevated product awareness and positioned On as a desirable brand across diverse communities—from runners to trendsetters.
With a fully organic strategy, we broadened the conversation beyond sport. Through curated press kits, strategic interviews, fashion features, activations, and relationship-building moments, we delivered meaningful impact in under a year—without relying on paid media.
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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.
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