| Title | On Everybody’s Lips |
| Title (original language) | De Boca En Boca |
| Agency | Digitas Argentina |
| Campaign | Fresh Voices |
| Advertiser | Mondelez International |
| Brand | Beldent |
| Date of First Broadcast/Publication | 2021 / 7 |
| Business Sector | Chewing-Gum |
| Philosophy | 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. |
| Media Type | Case Study |
| Length | |
| Production Company | Landia |
| Managing Director | Juan Cáceres |
| Creative Chairman | Fernando Bellotti |
| Experience General Creative Director | Leo Orsolini |
| General Creative Director | Fabio Mazia |
| Creative Director | Alberto Fernández |
| Creative Team | Martín Racca |
| Creative Team | Nahuel Villagra |
| Creative Team | Martín Pettinari |
| Creative Team | Christian Arias |
| Creative Team | Estela Ferrandis |
| Creative Team | Arnaldo Aldana |
| Client Services Director | 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 |
| Media Planner | Daniel Devia |
| Production Director | Berty Gimenez Brotons |
| Production Manager | Federico Puricelli |
| Producer | Cynthia Fornero |
| Director | Agustín Puente |
| Director | Kevin Zelaznik |
| Executive Producer | Adrián D’Amario |
| Executive Producer | Diego Dutil |
| Producer | Ale Panzitta |
| Producer | Tito Ortiz Basualdo |
| Director of Photography (DOP) | Francisco Hauser |
| Art Director | Rodrigo Salari |
| Costume | Johana Turek |
| Post Production | Julian Lopez Coppola |
| Editor | Kevin Zelaznik |
| Advertising Manager | Eugenia Krismancich |
| Advertising Manager | Carolina Miranda |
| Advertising Manager | Marcos Bertolosso |