Cristian Laiun
Data Science & Engineering Director at Digitas Argentina
Buenos Aires, Argentina
TitleOn Everybody’s Lips
Title (original language)De Boca En Boca
Campaign Fresh Voices
Advertiser Mondelez International
Brand Beldent
Date of First Broadcast/Publication
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
Production Company
Managing Director
Creative Chairman
Experience General Creative Director
General Creative Director
Creative Director
Creative Team
Creative Team
Creative Team
Creative Team
Creative Team
Creative Team
Client Services Director
Account Supervisor
Data Science & Engineering Director
Business Intelligence Manager
Data Analyst
Data Analyst
Brand Planner
Experience Planer
Social Media Manager
Media Director
Media Coordinator
Media Planner
Production Director
Production Manager
Executive Producer
Executive Producer
Director of Photography (DOP)
Art Director
Post Production
Advertising Manager
Advertising Manager
Advertising Manager

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