Media > Use of Media
THE RHYTHM OF YOUTH
BBDO GUATEMALA, Guatemala City / ILG / 2013
Overview
Credits
OVERVIEW
Effectiveness
The rhythm soon became news right after airing on radio stations. It spread to social networks generating hundreds of conversations and free press.
But the best thing about all this is that now young people can hear their rhythm as loud as they want, whenever they want without having their neighbors complain.
Execution
XL is the rum of youth.
That’s why we decided to make a radio spot that only they could hear.
Strategy
As a person becomes old it is very common for hearing loss to occur. Studies show that sounds above 17Khz can only be heard by youth.
We use this measure as reference to create a catchy rhythm that only young people can hear.
We created the rhythm of youth, literally.
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