DDB’s Bad Bunny drops pin on Music Grand Prix

THE 2025 Entertainment Lions for Music Grand Prix winner is a campaign for Puerto Rican artist Bad Bunny in which his homeland played an equal starring role. ‘Tracking Bad Bunny’ was created for Rimas Music by DDB Latina Puerto Rico, setting a clever on- line treasure hunt for fans using Spotify and Google Maps.

It was sparked by an infamous derogatory remark made by a co- median at a political rally in the US, who described Puerto Rico as “a floating island of garbage”.

Jury President Seiya Matsumiya

The campaign saw Bad Bunny’s song titles on Spotify replaced by coordinates, which when entered into Google Maps revealed locations with the real song titles as signs or graffiti. “It engaged his fans to highlight the cultural aspects, the cultural beauty of his country,” said Jury President Seiya Matsumiya, CEO and co-founder, Black Cat White Cat Music.

“It brought pride back not only to Puerto Ricans but to Latin America as a whole. It pushes boundaries and it’s a statement.”

The campaign generated more than 30 million organic interactions. “This is a defiant stance,” Matsumiya added, noting that this was an es- sential criteria for the Jury this year.

“It [the Grand Prix winner] needs to be a strong stance against some- thing. It needs to stand for some- thing. That’s ultimately why we chose this piece,” he said.

As for trends this year: “A lot of the works we saw leaned in to their local cultures. Music is quite possibly one of the first forms of art, so every culture has decades, centuries, millennia of music culture. So to find your own voice, to find uniqueness, you lean in to it.”

Three Gold Lions were awarded this year in the category to three pieces of work from the US — for A$AP Rocky, Adidas and MasterCard.