Navi

'Navi' is the new single of Trapicheo 2, the Argentine trap artist’s new album, long-awaited by his fans. Not only that: the music video also launched the new Honda Navi. The Japanese brand seeks to create a new category through the launch of this motorcycle. The goal is to become the undisputed leader among young people between the ages of 18 and 30.

Khea, Honda and Almacén have worked together to mark a milestone in this industry. It is the first time in history that an artist, a brand, and an agency have collaborated to co-create a song that serves the additional purpose of being the launch piece in a communication campaign.

“Working with Honda is a privilege to us. It’s one of the world’s leading brands. Thanks to its excellent track record and the professionalism of its managers and teams, we achieved the first collaboration between an Interscope artist and one of the number one companies worldwide in the field of cars and motorcycles. We are more than pleased with the final result. It brings together two of the greatest passions of human beings: music and bikes. In this way, 'Navi' was able to reflect the thrill, the adrenaline and the powerful energy provided by both universes. It remained faithful both to Khea’s artistic representation –a pioneer in trap and urban music in Latin America– and Honda’s values for the new line of motorcycles. The collaborative process between Interscope, Honda, Almacén agency, and Roommate producers, led by director Martín Seipel, succeeded in boosting the attributes present in Khea’s song along with the campaign’s concept. The result was an extremely convincing, high-quality audiovisual piece,” says Nir Seroussi, Executive Vice President of Interscope Capitol Label Groups.

In only 20 hours, 'Navi' has reached the third place of YouTube Argentina trends. It has over 45 reaction videos from streamers in Latin America and worldwide. It has more than 2 millions combined views on YouTube, Spotify, Apple Music, IG, Amazon Music, and Napster.

Walter Onorato, Almacén CCO: “We needed an overall different campaign in a strategic and creative sense. We wanted genuine contact with the target audience. That’s why we chose to launch it through an album. This ambitious process took many months of hard work and involved different protagonists in several countries. We are more than satisfied with the result.”

"The Navi motorcycle is here to introduce a new segment, combining versatility, practicality, and a design with its own style. There has never been a launch like Navi’s. At the same time, this campaign brings us back to the essence of our work: being relevant. We achieved this because of the people we are talking to, the way in which we talk to them, and the content we offer.” Victoria Mari, Chief Marketing, Honda Motor Argentina.

Diego Schapira, Roommate’s founder and executive producer: “Being asked by Almacén to participate in this project was exciting, challenging, and original. We quickly got to work with our director Martín Seipel in collaboration with the agency, the client, and the artist. We aimed to take this idea to its fullest expression by combining the brand and music. Working with Khea for the launch of Honda Navi was something new. It allowed us to produce a disruptive, powerful, and high-impact music video.”