He who has lived it knows it

Reviews in Verse: Spanish Rapper Arkano Voices New Valencia Tourism Campaign from Serviceplan Spain, creating Rap from the Words of more than 200,000 Anonymous Poets

“Whoever has lived it knows well” is the concept of the new Serviceplan Spain campaign for the Region of Valencia Tourism Board.

“Reviews in verse” was created by using a social listening tool to gather all the existing reviews on the Internet about the Valencian Community and its different destinations. After that, an algorithm selected those that contained the words and expressions that were repeated most frequently: light, sun, paella, sea, Mediterranean, tradition...going from 200,400 reviews to 3,000.

Later, Artificial Intelligence gave way to Emotional Intelligence. Arkano, rap-battle world champion and Guinness record holder for improvisation, added the magic by turning those 3,000 reviews into an evocative and unique poem.

Once the poem was finished, the filming plan was conceived in order to match each location, action, and scenery to the poem.

The campaign also consisted of alternative videos for each product, a digital campaign, print and outdoor graphics.

The result was that more than 200,400 reviews of the Valencian Region written by anonymous poets were transformed into one beautiful verse: Reviews in Verse. “Whoever has lived it knows well”.