Bad Bunny was the top streamed artist on Spotify for the third year in a row, so we wanted to partner with him to both celebrate this huge moment, but also make sure we honored and gave back to the fans who supported him.

We decided to take an unorthodox approach to the simple interview format.

Allowing fans to get up close and personal with Benito. Answering questions they might not normally get answers to.

We know his fans are deeply committed to Benito and we wanted to make sure we gave them more of what they craved: more Benito. More insights into what he is like. While also staying true to the playful nature of our brand and the Wrapped Campaign.

We set out to weave the various conversations Benito had in the different locations, without necessarily lining them up one after another. But to create an ambiance where they all melded together - giving the impression of an extended period of time. We also wanted to make sure we provided an intimate mood and feeling throughout, as fans got up close and personal with Benito.

The film had 43M digital impressions and contributed to the overall Spotify Wrapped Campaign that saw a 55% lift in brand awareness globally, leading to more than 1 in 2 Gen Z consumers across the globe hearing about Wrapped.