Rolling Stone magazine is an American icon with 45 years of history feeding pop culture news around the world. With the exponential growth of the Hispanic population in the United States, the magazine asked us to find a way to become more relevant.

We proposed to change the language of music creating the first ever-bilingual Rolling Stone in the history of the magazine. If an American icon like Rolling Stone is focusing on Latinos, creating the first-ever bilingual Rolling Stone will magnify everything related to that culture. And it sure did.

The edition sold-out in record time in the United States and originated over 20 original articles both online and offline, including a full spread in the New York Times. It created 66 million media impressions to-date, a 34% awareness increase among the target audience and a lot of buzz in social media. But more than the numbers, what really matters is that music brought us together and this initiative will soon be produced three times a year.

We created the first ever-bilingual Rolling Stone in the history of the magazine.

Rolling Stone Magazine has 5 bilingual journalist who were invited to the project and helped with the special edition.

We wanted the magazine to be a surprise for the readers. That's why we created a teaser banner campaign on the Rolling Stone Website. The concept was "The Language of music will change". We found words that by just adding one letter, will change from English to Spanish. For example Music - Musica, Band - Banda, Art - Arte. These animated banners created a lot of expectation from Rolling Stone followers.

When the magazine was launched, the tag line of the banners changed to: "See the new language of music in our latest bilingual edition." We added a call to action button for people to buy the magazine in just one step.

The edition sold-out in record time in the United States and originated over 20 original articles both online and offline, including a full spread in the New York Times. It created 66 million media impressions to-date, a 34% awareness increase among the target audience and a lot of buzz in social media. But more than the numbers, what really matters is that music brought us together and this initiative will soon be produced three times a year.