Susan G. Komen: Case study

Credits & Description:

Brand SUSAN G. KOMEN
Entrant J. WALTER THOMPSON PUERTO RICO SAN JUAN
J. WALTER THOMPSON PUERTO RICO San Juan, Puerto Rico Entrant Company
J. WALTER THOMPSON PUERTO RICO San Juan, Puerto Rico Idea Creation
ZAPATERO FILMS San Juan, Puerto Rico Production
J. WALTER THOMPSON PUERTO RICO San Juan, Puerto Rico Media Placement
DADDY YANKEE San Juan, Puerto Rico Additional Company
PAUL "ECHO" IRIZARRY San Juan, Puerto Rico Additional Company
EDY LAN San Juan, Puerto Rico Additional Company
THE PUERTO RICO SYMPHONY ORCHESTRA San Juan, Puerto Rico Additional Company
Jaime Rosado J. Walter Thompson Puerto Rico Chief Creative Officer
Johanna Santiago J. Walter Thompson Puerto Rico Creative Director
Karla Bonilla J. Walter Thompson Puerto Rico Senior Art Director
Andrea Vega J. Walter Thompson Puerto Rico Senior Copywriter
Nicole VIdal J. Walter Thompson Puerto Rico Agency Producer
Alexandra Ferris J. Walter Thompson Puerto Rico Digital Account Executive
Diana Tantillo J. Walter Thompson Puerto Rico Digital Art Director
Alexis Díaz J. Walter Thompson Puerto Rico Digital Art Director
Aida Pagan J. Walter Thompson Puerto Rico Social Media Manager
Mizael Morales J. Walter Thompson Puerto Rico Editor
Carlos Davila J. Walter Thompson Puerto Rico Sound Engineer
Alexis Santaella J. Walter Thompson Puerto Rico Digital Art Director
Maleny Rosario J. Walter Thompson Puerto Rico Traffic Director

Entry Summary
Daddy Yankee is today's most popular Latin music star in the world, and thanks to his innovative repertoire, this Puerto Rican singer, and songwriter has established himself as one of the most influential names in the fields of reggaeton and Latin Urban Music. Reggaeton is a musical genre which originated in Puerto Rico during the late 1990s. It is influenced by hip hop and Latin American and Caribbean music. Vocals include rapping and singing, typically in Spanish. There is a type of reggaeton called “tiraera” best known as rap battle, which is a type of rapping that includes bragging, insults and boasting content. Battling can occur on recorded albums, freestyled spontaneously in live battles, or even announced and launched in social media. When a rap battle is announced in Puerto Rico the whole country stops until the opponent is revealed and the song is launched.

Brief Explanation
Daddy Yankee is the most streamed artist in the history of Spotify and YouTube. He is a world-renowned rapper famous for his rap battling skills. Rap battles are a worldwide phenomenon where one rapper challenges another with no purpose. Rap battles are usually between two artists, but for the first time a different opponent was going to be challenged. The first rap battle song with a bigger purpose: to confront breast cancer and give patients a weapon to fight it. Daddy Yankee wrote the song inspired by his interviews with cancer patients. He needed to capture how they felt and their anger.

This audio was shared with breast cancer patients so they could use it as a coping mechanism and anger outlet. This way, a song was transformed into a weapon for breast cancer patients and their everyday battle.