| Заголовок | On Everybody’s Lips |
| Заголовок (оригинальный язык) | De Boca En Boca |
| Агентство | Digitas Argentina |
| Кампания | Fresh Voices |
| Рекламодатель | Mondelez International |
| Бренд | Beldent |
| Дата первой трансляции/Публикации | 2021 / 7 |
| Бизнес сектор | Жевательная резинка |
| философия | As part of the “Fresh Voices” campaign developed by Digitas/Publicis Buenos Aires for Beldent, Ecko, one of the most popular trap artists in Latin America, co-created the hit song “De Boca en Boca” (“On Everybody’s Lips”) with his fans. The lyrics reflect the perspectives and vision of an entire generation. Today, the agency and the brand are presenting the case and results of this advertising campaign, which managed to position itself in various music rankings throughout the region. Thanks to the massive involvement of young people, Beldent was able to increase their sales by 24% amid a challenging context in which people are hardly socializing. The product was also relaunched, targeting a whole new segment. Combining creativity and data, Ecko wrote the song with the input of thousands of his fans. A Machine Learning algorithm was used to detect the 5 most common tensions among the quotes submitted by young people: lovelessness, anti-hate, truth, future, and freshness. Thanks to an interactive tool, the trap idol was able to visualize and rely on fresh voices to co-write the lyrics to the song that became a perfect reflection of Gen-Z’s perspectives. The immediate reaction to the video on the day it was released made it trending on YouTube, with currently over 2 million views. Videos of people reacting to the song were uploaded in over 10 countries throughout the continent. |
| Тип медиа | Анализ ситуации |
| Длина | |
| Продакшн Студия | Landia |
| Управляющий директор | Juan Cáceres |
| Creative Chairman | Fernando Bellotti |
| Experience General Creative Director | Leo Orsolini |
| Генеральный креативный директор | Fabio Mazia |
| Креативный директор | Alberto Fernández |
| Креативная команда | Martín Racca |
| Креативная команда | Nahuel Villagra |
| Креативная команда | Martín Pettinari |
| Креативная команда | Christian Arias |
| Креативная команда | Estela Ferrandis |
| Креативная команда | Arnaldo Aldana |
| Директор по обслуживанию клиентов | Lucas Piacentini |
| Руководитель группы по связям с рекламодателями | Bernardita Mussa |
| Data Science & Engineering Director | Cristian Laiun |
| Business Intelligence Manager | Máximo Romano |
| Data Analyst | María Sol Ceresetto |
| Data Analyst | Eugenia Delpau |
| Brand Planner | Esteban Minoyetti |
| Experience Planer | Juan Ciarlo |
| Менеджер социальных медиа | Dora Gonzalez |
| Медиа директор | Juan Strassera |
| Media Coordinator | Alejandro Diaz |
| Медиа-планировщик | Daniel Devia |
| Production Director | Berty Gimenez Brotons |
| Управляющий производством | Federico Puricelli |
| Продюсер | Cynthia Fornero |
| Директор | Agustín Puente |
| Директор | Kevin Zelaznik |
| Исполнительный продюсер | Adrián D’Amario |
| Исполнительный продюсер | Diego Dutil |
| Продюсер | Ale Panzitta |
| Продюсер | Tito Ortiz Basualdo |
| Оператор-постановщик | Francisco Hauser |
| Арт-директор | Rodrigo Salari |
| Костюм | Johana Turek |
| Послепроизводственный этап | Julian Lopez Coppola |
| Редактор | Kevin Zelaznik |
| Менеджер по рекламе | Eugenia Krismancich |
| Менеджер по рекламе | Carolina Miranda |
| Менеджер по рекламе | Marcos Bertolosso |
Больше работы
СМОТРЕТЬ ВСЕBy word of mouth
- БРЕНД:
- Beldent
- АГЕНТСТВО:
- Digitas Argentina