The great scape
Sabritas
The campaign aims to inspire the new generations to find a moment to enjoy the small details of life. Through a perfect duet to invite enjoyment: Sabritas & Shakira.
We worked closely with Sabritas & Shakira’s Glam Team to co-create this perfect partnership. Combining creative intuition with our Insights and Analytics department, we aimed to reach the “science” with measured data to support proposal recommendations, seeking to create a genuine, honest, and human piece with the power to connect with both the brand’s and the celebrity’s fandoms.
Disciplines
/ SOCIAL LISTENING
/ RESEARCH
/ BRAND STRATEGY
/ INTEGRATED CAMPAIGN
/ MEDIA
/ OOH (Out-of-Home)
/ SOCIAL MEDIA (SOME)
/ ENTERTAINMENT
/ PRODUCTION MANAGEMENT
Collaborators
/ REBOLUCION
The campaign aims to inspire the new generations to find a moment to enjoy the small details of life. Through a perfect duet to invite enjoyment: Sabritas & Shakira.
In Shakira’s words, the singer described the campaign as
“a new adventure.”
In Shakira’s words,
the singer
described the
campaign as
“a new adventure.”
FANS ARE MORE LOYAL TO BRANDS THAT OFFER MUSIC EXPERIENCES
We created a brand platform that operates at the intersection of talent, content, brand, and music, shaping more than just an advertisement but an experience that positively impacts popular culture.
BRAND
RECALL
POSITIVE SENTIMENT
97%
EMOTIONAL
INTENSITY
Creating
Brand Hype
The campaign was launched through a soft launch with behind-the-scenes production. Through a seed strategy on social networks, in those hot spots where the celebrity’s fandom lived, we generated anticipation and buzz before the launch.
Then the Internet broke
Speculation flooded all social platforms, making it one of the most viral news in the history of PepsiCo Mexico before investing a single peso from its media plan.
CLIENT
SABRITAS
JUNE
2023
“WE CREATED A BRAND PLATFORM THAT WORKS AT THE INTERSECTION OF TALENT, CONTENT, BRAND, AND MUSIC, TO SHAPE MORE THAN AN ADVERTISEMENT INTO AN EXPERIENCE THAT POSITIVELY IMPACTS POPULAR CULTURE.”
CREDITS Agency: ISLA Chief Creative Officer: Ariel Serkin, Rodrigo Grau Chief Strategy Officer: Mariano Serkin Managing Director: Victoria Clucellas Executive Creative Directors: Mariano Gamba & Rodrigo Greco Creative Directors: Celeste Dalairac & Julian Tachella Head of Production: Coqui Gimenez Uriburu Producer: Laura Fassi Head of Media: Victoria Head of Design: Alejandro Stea Grouper PM: Karen Cortés Project Manager: Daniela Galindo Produced by: Rebolucion Director: Armando Bo & Roi Ricci DOP: Javier Julia Executive Producer: Patrick Senger Producer: Tete Parada Post Production Coordinator: Mariano Olivari Sound Mix: Porta Estudio Post production/VFX: Bitt Animation On line: Bitt Animation Soundtrack (cover): Papamusic Client: SVP & General Manager Savory Business Unit: Hernán Tartardini Brand Director: Clara Contreras Senior Brand Manager: Tania García Brand Manager: Ximena Martínez, Diego González Senior Coordinator: Paola Pérez Senior Coordinator: Mayte Rivera Consumer Insights Senior Manager: Ixchel Gordillo Consumer Insights Senior Analyst: Alejandra Osorio Brand Communications Senior Manager: Stephanie Jimenez Brand Communications Manager: Mariana Guerrero Zepeda Brand Communications Coordinator: Alejandro Maciel Regional clients: Diana Sánchez, Marcela Duarte Client Producers: Salomon Levy, Melissa Hernandez Vega, Hugo Tenorio