Convinced of the healing power of music, we turned the sound of the storm into hopeful beats, by turning fallen trees into Instruments of Resilience.

With help from wood experts and musicians, we gathered wood from hard hit places.

Craftsmen carved and shaped it into THE CUATRO: Puerto Rico’s most recognized string instrument, PANDEROS and BOMBA DRUMS: the rhythmic backbone of our folk music. The process was documented through a long-format film and content pieces, which launched on our social media channels, Spotify and TV by holiday season and prior to the Medalla-sponsored San Sebastián Street Festival.

Local artisans and musicians who helped us craft instruments out of rescued wood joined our media tour and explained their work process. As part of our plan, sets of percussion sticks were sent to influencers, brand ambassadors and media reporters who amplified our effort.

Then, we let the sound of a hopeful country take the stage and set an international tour in motion that placed our instruments at the hands of renowned artists in presentations around the world.

• In a declining category and amidst the crisis generated by the hurricane, Medalla Light maintained sales for closing year 2017 and began 2018 with a 6% increase in sales vs. January 2017.

• Leader in awareness and brand recognition: 65% spontaneous recall (Ipsos)

• 492% increase in positive online conversations

• San Sebastián Street Festival, set to be cancelled, was reactivated, with assistance of 200,000 over the weekend

• Instruments were featured on main local TV and radio shows like Alexandra al Medio Día, Dando Candela, El Molusco, La Z and Salsoul. Publications like Metro and Sin Comillas also covered the initiative.

• 3.3 million impressions on digital platforms

• 650,000 long-format film & content pieces views

• 695,000 TV version film views

• Presentations featuring instruments are to be witnessed by 100,000 people.

• Results achieved amidst the second-largest blackout in world history and with most media down.