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THE AREPA THAT UNITES - Warner Music
WE TURNED A SYMBOL THAT DIVIDED US INTO A MEDIUM THAT BRINGS US TOGETHER Warner Music needed to position VeneSuena, a playlist of Venezuelan urban artists, in a highly competitive Colombian market dominated by big budgets and massive campaigns. Venezuelan urban music had little visibility in Colombia, and the social climate around migration made cultural conversations even harder. But there was one everyday topic Colombians and Venezuelans always debate: the arepa. We created a stamp that marked every arepa with a Spotify code, inspired by the grill marks that are always left on it. Each arepa became a direct access point to the VeneSuena playlist. This way, people didn’t just enjoy food, they also tasted the music.