Challenge

Showcase the Duo video calling capabilities of the newly released Google Pixel 5 and reach Latinx audiences through a cultural music moment.

Solution

Google Pixel became an official sponsor of The Latin Grammy’s for the third year running, by partnering with the broadcast rights holder Univision and the Recording Academy

Yet, during COVID, creating content and standing out from other sponsors looked a little different. With no live audience, or fans, we harnessed the power of Pixel’s 5G to connect fans to one of their favourite artists - Karol G. In a year where video calls became a lifeline, we created custom linear + social content that showcased Karol G prepping for her in-show performance and connecting with fans from the dressing room.

Digitally, we produced 10x social-first pieces (via 25x posts) of content to complement and amplify the two linear :60 spots, as part of a pre, during and post burst strategy to excite fans and extend our reach of the campaign. This included teaser videos, BTS looks, a BTS recap video and red carpet images captured on Pixel.