2021 Social & Influencer


Category D05. Cultural Insight
Idea Creation MEDIA.MONKS Madrid, SPAIN
Name Company Position
Ana Luna Media.Monks Executive Creative Director
Elías Rodriguez Galisteo Media.Monks Creative Director
Lía García Media.Monks Copywriter
Hugo Costa Media.Monks Art Director
Romina Martínez Media.Monks Managing Director
Clara Hernangómez Media.Monks Head of Account
María de la Gándara Media.Monks Project Manager
Nicolás Briceño Media.Monks Head of Social
Antonio Ruiz Media.Monks Content Manager
Pablo Sebastián Media.Monks Head of Video
Estefanía Nieva Media.Monks Audiovisual Editor
Roberto Castelli Media.Monks Director

Why is this work relevant for Social & Influencer?

By creating a playlist that captures the essence of traditional Spanish summer festivals, we developed a campaign that locals young and old couldn’t help but share. With a Spotify playlist at the centre of this campaign, social content was not only highly shareable, but actionable. With this campaign being so culturally specific, we identified influencers who could do more than amplify content. We recruited Spain’s most influential traditional orchestras to build the playlist using their first hand expertise. In turn, their involvement personally connected them to the project and further encouraged them to spread the word far and wide.


Pandemic restrictions meant that Spain’s traditional summer festivals couldn’t go ahead—leaving locals without their precious parties, and most importantly: live music from their famous resident orchestras. Spotify wanted to quell Spaniard’s disappointment and bring the party to them by launching a summer campaign that encouraged people to fiesta from home. As well as giving Spain an alternative way to party in place of their festivals, Spotify wanted to earn some genuine love for the brand both on a local and global scale.

Describe the creative idea (30% of vote)

To give locals an authentic festival-from-home experience, we created Fiestas de Pueblo: a playlist filled with the most well-known traditional Spanish party songs. By collaborating with the most famous orchestras in Spain, we made sure that the playlist was as faithful as possible to a true fiesta setlist. We wanted to lean on the expertise of these famous musicians. They curated and edited the playlist themselves, ensuring that the playlist is authentic from top to bottom. The result was a playlist that captured decades of tradition and made a traditional Spanish festival experience available to those who were missing it.

Describe the strategy (20% of vote)

For this campaign to be effective, every aspect of it had to be as genuine as possible. By searching for and identifying Spain’s most famous traditional orchestras, we had a springboard for valuable insights and data to carry out the project in the most authentic manner. This allowed us to make sure that the campaign represented Spain’s diverse population and various geographical locations, making the playlist as inclusive as possible. To produce an experience that replicated a Spanish summer festival closely,, we put a twist on traditional local customs by having influencers act as ‘town criers’ who took to social media platforms to launch the playlist.

Describe the execution (20% of vote)

The playlist was launched on Spotify’s streaming platform as an official Spotify playlist. The entire process of creating the playlist—including the involvement of Spain’s most famous traditional orchestras—was recorded and edited into a documentary that was posted across Spotify’s social media profiles. In addition to having influencers being town criers, we also put up posters in the Spanish towns with the most well-renowned festivals to mimic the traditional postering process that would usually happen around that time. We made our presence felt across train and bus stations in major Spanish cities with digital out of home posters. Giving city-goers the desire to get home and start their own fiesta.

List the results (30% of vote)

In just two weeks, the playlist had already reached 147k followers. Mainstream media across platforms and regions in Spain covered the launch of the playlist. Within 48 hours the playlist amassed 1.2k followers on Spotify profiles. Spain’s main radio station conducted a feature interview with one of the orchestras involved because of their participation in the campaign. Multi-platinum and award winning Spanish artist C. Tangana—who is widely regarded as one of the country's most successful modern musicians—called the campaign: “the activation of the year”.

Please tell us about the cultural insight that inspired the work

In Spain, traditional orchestras are the heroes of the summer. They are famous for playing across festivals and people follow them as they tour throughout the summer. The songs they play and the order in which they play them is familiar to every Spaniard. Whilst there may be slight variations, everyone can tell what time of the night it is by what song is being played. When the pandemic put a stop to these festivals for the second year running, locals were devastated. Spain needed something to fill the void and get them through another summer without dancing.