©2026 Ache. Todos los derechos reservados.
Spotify
De Puerto Rico Pa´l Mundo
Immersive Experience
Mexico City
Diciembre 2025
Creativity, Experiential, Marketing
Context
In 2025, Bad Bunny reached a historic milestone of over 19 billion streams globally. Behind that monumental number lies a deep devotion that transcends the digital realm. That’s why Spotify decided that in 2025, this loyalty needed to be rewarded. The challenge was to transform that unwavering loyalty—measured in hours of streaming—into a physical space. We wanted to create a free, immersive experience for top listeners in Mexico City that wouldn’t just celebrate his music, but would also serve as a love letter to his Puerto Rican roots: a space that felt like home, culture, and memory. Thus, the idea was born to bring the nostalgic universe of the album DeBÍ TiRAR MáS FOToS into reality, rewarding those in Mexico City who helped make Bad Bunny the most-streamed artist worldwide with the chance to experience authentic Puerto Rican culture firsthand. We wanted to create a free, immersive experience for top listeners in Mexico City that wouldn’t just celebrate his music, but would also serve as a love letter to his Puerto Rican roots: a space that felt like home, culture, and memory. Thus, the idea was born to bring the nostalgic universe of the album DeBÍ TiRAR MáS FOToS into reality, rewarding those in Mexico City who helped make Bad Bunny the most-streamed artist worldwide with the chance to experience authentic Puerto Rican culture firsthand.
Objective
For this experience, Spotify established goals focused on rewarding loyalty and bringing Bad Bunny’s sonic imagination to life: rewarding fan loyalty, creating an emotional portal, and fostering community connections.
Challenge
The Idea
Our creative strategy stemmed from a clear premise: transforming what it means for an artist to be streamed 19 billion times on Spotify in a single year into a physical destination. We decided that exclusivity would be the ultimate reward for loyalty. To achieve this, we chose a hidden jungle spot in the Roma Norte neighborhood—a space that brought a warm, tropical energy inspired by the “Isla del Encanto” (Puerto Rico), perfectly complementing the world of DeBÍ TiRAR MáS FOToS.
We designed a space where every area reflected the themes and emotions of the album’s sound journey. The core concept dictated that fans wouldn’t just listen to Bad Bunny—they would start “taking more photos” in real life. We moved away from a conventional brand activation to create an immersive portal where Puerto Rican culture was heard, danced to, and fully experienced. We provided top listeners with a unique experience where every detail was validated and approved by Bad Bunny himself to celebrate our Latin identity.
How did we do it?
The event ran from December 4 to 7, right on the weekend prior to Bad Bunny’s 8 legendary sold-out concerts at Mexico City’s Estadio GNP. On December 4, we hosted an exclusive opening for press, influencers, and top fans to launch the digital amplification, featuring classic Puerto Rican drinks like coconut pitorro or rum coffee, special salsa lessons, and domino tournaments. From December 5 to 7, we opened the doors to fans.
The user experience began at the vibrant facade featuring Concho, a character inspired by the Puerto Rican crested toad—an endemic species in danger of extinction that became the album’s emblem and the main visual protagonist of the tour as a symbol of Puerto Rican pride and resilience. Upon entering with a prior online registration, fans received an exclusive wristband and were ready to explore the completely free immersive walkthrough. This included a welcome video, Concho’s Room (the symbolic heart of the album), the DtMF Wall—where fans took a Polaroid photo, wrote a wish starting with the phrase “Debí…” (“I should have…”), and hung it alongside thousands of others—as well as a lounge area, bar, DJ set, and live band.
De Puerto Rico Pa´l Mundo
