The “Tracking Bad Bunny” campaign by Rimas Music and DDB Latina in Puerto Rico turned public spaces into dynamic brand stages by seamlessly blending outdoor media with cultural relevance.
Launched in early 2025, the campaign used outdoor installations across San Juan—such as posters, billboards, and transit ads—that tracked Bad Bunny’s rise and presence in the city, converting everyday street environments into live tracking points for his tour, releases, and pop‑up events.
Combining innovation with intimacy, each placement featured GPS‑style visuals—coordinates, dynamic timestamps, and cryptic messaging—that drew fans into a live, unfolding narrative. It felt like a city‑wide treasure map, where followers could decode Bad Bunny’s next move simply by paying attention to their surroundings. This urban gameplay created a sense of discovery, urgency, and personal connection.
By placing Bad Bunny literally at the heart of the streets he represents, the campaign connected fan energy with real‑world locations, reinforcing his identity as an artist deeply rooted in Puerto Rico. The strategy not only created compelling visual storytelling but also amplified fan engagement—each poster became a social media moment, fueling excitement and amplifying reach organically.
In transforming outdoor media into a live platform for a cultural icon, “Tracking Bad Bunny” set a new standard for music marketing in Latin America—smart, creative, and rooted in local identity, yet resonant enough to win global acclaim.
AWARDS
Cannes Lions 2025
– Entertainment For Music Grand Prix
CREDITS
Brand: Rimas Music. Artist: Bad Bunny. Creative Agency: DDB Latina, Puerto Rico. With: Google, Mountain View. Spotify, Stockholm. Rimas Entertainment, San Juan.
