Beldent hadn’t actively communicated to consumers in a long time. The Brand was perceived as outdated and losing quality. Our goal was to make it relevant again, especially amongst centennials.

Gen Z’s voices usually go unheard. Their ideas and thoughts often remain quietly in posts, walls, or shoes.

At Beldent, we know that the world needs to hear their fresh voices and learn from their creative, inclusive, and irreverent perspectives.

So our main goals were:

- To provide a powerful tool for them to express what they had to say

- To help the Brand connect with this generation

At Beldent we wanted to create the most collaborative song ever, an anthem for an entire generation.

The first step was to collect more than 100,000 ideas from Gen-Z’s themselves through our website, vocesfrescas.com.

Secondly, a trained algorithm analyzed them to find the most relevant tensions.

With that, we got Ecko – one of the most famous rappers in Latin America — to compose the song of an entire generation and that’s how “De Boca en Boca” was born, co-written by an entire generation and their music idol.

The strategy was based on captivating our target audience, namely Gen-Z’s, so they could confide their thoughts, ideas, and perspectives in us. We put together a commercial and a campaign inviting them to go to vocesfrescas.com.ar.

Over 100,000 ideas were submitted to the website, enough to consider they reflected their whole generation’s points of view. This data was carefully analyzed by AI to detect the tensions that appeared the most, which were anti-hate, lovelessness, future, freshness, and learning.

Based on these pillars and the information the algorithm collected and curated, Ecko put together a song voicing what an entire generation has to say.

The song had its own video clip, featuring the ideas sent in by users who partook, helping their voices sound louder than ever.

The Fresh Voices campaign succeeded at something no one had done before, namely having an entire generation co-write a song. On vocesfrescas.com.ar we received over 100,000 ideas and lines sent in by Gen-Z’s.

The campaign took place on every form of media, innovating in each of them: in terms of Digital, for data gathering on vocesfrescas.com.ar; in terms of Entertainment Media, through the song itself; on Social Media, by getting an entire generation to put their ideas into words and share them with us; and even ATL, for the world to be able to hear what this generation has to say.

The campaign spread all over the country (Argentina). There were micro-campaigns within the larger one: a call to participate through a hero video (digital +ATL) and on social media, an awareness campaign thanks to the video clip (digital + ATL), and even a documentary showing the backstage of the creative process and the use of AI.

Trap was born on the street, just like skateboarding, rap battles, and improvised amateur photos and videos. That’s why we decided to combine resources from analog photography and Super8 video cameras, both commonly used to film rap battles. In some cases, we recreated the edges of an analog film, and added noise, flares, and a color treatment in line with that aesthetic.

In addition, for the video clip, we used an element that always appears in skateboarding and film to repair almost anything: duct tape.

We took pictures of strips of tape where we had hand-written the winning the direct quotes of participants to show where those lines came from.

+ 1.6 market share

+ 35% sales increase post-campaign

+ 71% Gen-Z’s loved the campaign’s message

+ 109 MM impressions

Trending #11 on YouTube organically.