Challenge

Drive consideration of the newly released Google Pixel 4 by showcasing the power of Night Sight in a way that is complimentary to the overall strategy of surrounding The Latin Grammy’s and appealing to music fans.

Solution

2019 was the year of #SinReggaetonNoHayLatinGrammys; meaning without Reggaeton, there is no Latin Grammys. This was the global rally cry for millions of Latinos and Latin music fans around the world after Reggaeton Artists were snubbed from Latin Grammy nominations. As a sponsor of the show, we wanted fans to know we heard them, and recognise that reggaeton challenges the status quo of an entire industry, in the same way Pixel 4 is rewriting the rules for phones.

We partnered with Karol G to champion the reggaeton music movement for rising female artists and using Pixel 4’s Night Sight mode created a PAPER magazine digital cover that dropped the night before The Latin Grammy’s via an experiential launch party in Las Vegas.

This was designed to compliment the Karol G’s custom performance of Tusa, produced in partnership with Google Pixel that dropped during a full ad break takeover.