Beldent - "On Everybody’s Lips"

Digitas Argentina Buenos Aires, Argentinien

3490

Marke: Beldent
Länder: Argentinien

Werbende: Mondelez International

Titel	On Everybody’s Lips
Titel (Originalsprache)	De Boca En Boca
Agentur	Digitas Argentina
Kampagne	Fresh Voices
Werbende	Mondelez International
Marke	Beldent
Datum der ersten Ausstrahlung/Veröffentlichung	2021 / 7
Geschäftsbereich	Kaugummi
Philosophie	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.
Medientyp	Case Study
Länge	126 seconds
Produktionsfirma	Landia
Geschäftsführer	Juan Cáceres
Kreativvorstand	Fernando Bellotti
Experience General Creative Director	Leo Orsolini
General Creative Director	Fabio Mazia
Creative Director	Alberto Fernández
Creative Teammitglied	Martín Racca
Creative Teammitglied	Nahuel Villagra
Creative Teammitglied	Martín Pettinari
Creative Teammitglied	Christian Arias
Creative Teammitglied	Estela Ferrandis
Creative Teammitglied	Arnaldo Aldana
Direktor Kundenservice	Lucas Piacentini
Account Supervisor	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
Social Media Manager	Dora Gonzalez
Media Director	Juan Strassera
Media Coordinator	Alejandro Diaz
Medienplaner	Daniel Devia
Production Director	Berty Gimenez Brotons
Produktionsmanager	Federico Puricelli
Produzent	Cynthia Fornero
Regisseur	Agustín Puente
Regisseur	Kevin Zelaznik
Executive Producer	Adrián D’Amario
Executive Producer	Diego Dutil
Produzent	Ale Panzitta
Produzent	Tito Ortiz Basualdo
Direktor Fotografie	Francisco Hauser
Art Director	Rodrigo Salari
Kostüme	Johana Turek
Post-Produktion	Julian Lopez Coppola
Cutter	Kevin Zelaznik
Werbeleiter	Eugenia Krismancich
Werbeleiter	Carolina Miranda
Werbeleiter	Marcos Bertolosso