Initially, the brand conducted research with young people to understand the reasons for their behavior, beliefs, and insights that could broaden the understanding of the situation, reaching valuable conclusions, including that young people believe they are immune to the virus; that many think that the contagion only occurs in older people; that nothing will happen to them because they assume that the friends they hang out with taking care of themselves; or that it is simply not necessary to comply with biosafety standards.

Thanks to the information obtained, the brand found, through a musical and ironic lyrics, a perfect way to make a clear, catchy, and impactful message. The musical was made word by word with all the excuses that youngsters said to gather with friends. We put all the excuses on paper and then we started creating a specific rhythm to make a song that fully connected with them.