“Tracking Bad Bunny” at Cannes Lions #MusicMonday

This is a love letter to Puerto Rico …

Source: Cannes Lions award submission

Another day, another Cannes Lions Grand Prix winner, this time in the Entertainment for Music category … “Tracking Bad Bunny” by Puerto Rican musical super star Bad Bunny and his record label Rimas Music.

This very unique campaign promotes the launch of Bad Bunny’s 2025 album where he celebrates the history and culture of Puerto Rico with shout-outs to various locations all around the island by partnering with Spotify and Google Maps in a first-of-its-kind mash-up of music, culture, playlists, map coordinates, and his fans.

Fans have to decode map coordinates around Puerto Rico to find locationa on the island which then become the songs/titles on the playlist that celebrate various parts of the island’s history and culture. By the time you complete the playlist, you’ve tracked Bad Bunny and gotten to know so many aspects of Puerto Rico through his eyes and your ears.

I mean, how cool is that?!?

Take a look at the award submission video to get the feel and the feels:

Although it’s not written in the submission, this is also perfectly timed to coincide with his in-residence concerts in Puerto Rico. Bad Bunny is just giving it all to his fans!

Here’s one of the songs from the album:

Big congrats to Bad Bunny for the masterful creativity and to the entire team for taking music marketing to the next level. I mean this is really a wow … a Grand Prix Cannes Lions wow!

What’s your experience? JIM