Cannes Lions
MILESTONE COMMUNICATIONS, Bayamon / INDUSTRIA LECHERA DE PUERTO RICO / 2010
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Three original songs were commisioned to a recognised songwriter. The challenge was to make the songs as authentic as possible in the following musical genres: Pop Ballad, Bachata and Reggueton.
Each song was played only on radio stations specialising in their specific genres: Reguetton song on Reguetton Stations, etc.
A DJ introduced the songs as this week's greatest hit. The lyrics of each song make reference to one of three different themes in a subtle way: weight problems, strong hair and poor vision. Abruptly an announcer interrupts the music to give you a fact about milk related to the lyrics.
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