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Spotify
Musical Offerings
Activation
Mexico City
October 2023
Creativity, Marketing
Context
Music Immortals
The Day of the Dead is undoubtedly our most significant and impactful tradition. The eyes of the world turn to us during the first days of November to marvel at what happens in every corner of Mexico.
Our country is rich in diversity. One of its greatest resources is music, whose creators and performers, thanks to their talent, are elevated to the level of immortals. As tradition dictates: only in Mexico is it possible to return once one has departed… At least for one day.
Objective
During the Day of the Dead, we wanted to honor the legacy of our musical idols and integrate the offerings, but in a different way: in a new format never seen before.
Challenge
The Idea
How can we celebrate music in an even more legendary way? Beyond creating a traditional offering and altar, we decided to take the experience to the mythical Xochimilco and create the first Musical Offerings. These offerings traveled through the canals of this iconic location during the week of the Day of the Dead.
Inspired by the beautiful tradition of the offerings, Spotify celebrated five immortals of Mexican music: Juan Gabriel, Jenni Rivera, Valentín Elizalde, José José, and José Alfredo Jiménez.
The centerpiece of the offering for Valentín Elizalde was a golden rooster; a prince’s crown along with his cape adorned that of José José; for the great Jenni Rivera, a butterfly was essential; a king’s throne for José Alfredo, and shining stars for our Juan Gabriel.
Additionally, we invited the media. Our meeting took place at the crack of dawn on the Day of the Dead to navigate the canals alongside the offerings and enjoy breakfast in the chinampas, under the first rays of the sun.
Musical Offerings by Spotify.
