Tracking Bad Bunny (case study)

The “Tracking Bad Bunny” campaign by Rimas Music and DDB Latina in Puerto Rico turned public spaces into dynamic brand stages by seamlessly blending outdoor media with cultural relevance. Launched in early 2025, the campaign used outdoor installations across San Juan—such as posters, billboards, and transit ads—that tracked Bad Bunny’s rise and presence in the city, converting everyday street environments into live tracking points for his tour, releases, and pop‑up events.

Combining innovation with intimacy, each placement featured GPS‑style visuals—coordinates, dynamic timestamps, and cryptic messaging—that drew fans into a live, unfolding narrative. It felt like a city‑wide treasure map, where followers could decode Bad Bunny’s next move simply by paying attention to their surroundings. This urban gameplay created a sense of discovery, urgency, and personal connection .

Creative leadership came from DDB Latina’s Puerto Rico office under Executive Creative Director Edgardo Manuel Rivera, with Associate Creative Director Jorge López, and creative team members Lorena Berges and Juan Fernández. Art direction was overseen by Andrés Díaz and Pedro León, all working closely with Rimas’s leadership—Marketing Director Mónica Jiménez, COO Jorge Bracero, CEO Noah Assad—alongside Bad Bunny himself as Co‑Creative Director.

By placing Bad Bunny literally at the heart of the streets he represents, the campaign connected fan energy with real‑world locations, reinforcing his identity as an artist deeply rooted in Puerto Rico. The strategy not only created compelling visual storytelling but also amplified fan engagement—each poster became a social media moment, fueling excitement and amplifying reach organically.

In transforming outdoor media into a live platform for a cultural icon, “Tracking Bad Bunny” set a new standard for music marketing in Latin America—smart, creative, and rooted in local identity, yet resonant enough to win global acclaim.