Piso 21

Our goal for the Latin American Music Awards was to connect the target audience's "Adventurous Head-Turning" spirit with the brand new Sienna 2021. For this 360 campaign, we collaborated with up-and-coming reggaeton musicians Piso 21 to celebrate the target's "Adventurous Head-Turner" personality while showcasing the new Sienna's unique flair, versatility, and technology. During this process, we identified that our target used Latin music awards to fuel their creative spirit by listening to trendy music and enjoying fashion self-expression, which was a fantastic match for this fashionable reggaeton music artist.