Being a teenager today can be very stressful and fast-paced. The world moves faster and faster and teens begin to feel the consequences both physically and mentally as they try to catch up with it.

In this journey, songs and their favorite artists play a very important role as a sidekick to their temper. That’s why sometimes they listen to their songs at an intervening speed on YouTube, depending on the mood they are in, usually in x0.5. So we decided to do it for them.

In the “Chill Sessions” campaign, we decided to call one of the most popular artists of the region and grammy award nominee: Bizarrap; and we asked him to remake two of his best-known songs by lowering the tempo to x0.5 (imitating the Youtube Feature), so teenagers can listen to them whenever they need to take a moment to relax and refresh.

Teenagers don't like being told what to do. Therefore, we avoided doing that. Instead, we introduced the message in a friendly territory for them: music. And not just any music, Bizarrap’s, the most listened artist at the moment.

We developed a campaign that was launched on the two most suitable platforms, not only for the idea itself, but also for our target: Spotify and YouTube. The videoclips were complemented by a digital deployment developed in different phases: a teaser stage, provoking the necessary anticipation and buzz; a launch stage, which exploded thanks to the intrigue generated in the previous phase; and then a closing stage, where we continued tracking views and reproductions. As a whole, we not only achieved a correct understanding of the message, but also aimed our efforts to exploit reproductions in our main assets.

The campaign was aired between November 2021 and March 2022, depending on the market, in Guatemala, Brazil, Chile, Paraguay, Uruguay, Argentina and Mexico.

In total, the campaign garnered over 655 million impressions, 26 million listenings and 15 million views. And we managed the target to reconnect emotionally with the brand, setting the start of the music platform for Sprite.