Daddy Yankee vs. Breast Cancer Susan G. Komen

Overview

Daddy Yankee, the most streamed artist in history on both Spotify and YouTube, partnered with the Susan G. Komen Foundation to transform a music video into a fundraising platform. Each view that the music video received represented a donation.

CREATIVE IDEA

Daddy Yankee, famous rapper and most streamed artist on both Spotify and YouTube, announced he was going to do a rap battle with a different kind of opponent. A rap battle is when one rapper challenges another rapper. The media started to wonder, who is Daddy Yankee going to rap battle against? Well, this rap battle was to serve a bigger purpose: to choke Breast Cancer.

Daddy Yankee interviewed cancer patients in order to capture how they feel and to give voice to their anger. The rap battle music video featured recently diagnosed 30-year-old Jessie Reyes, who became a warrior and international fighting symbol. People all over the world style their make-up like hers and shared their selfies on social media. All profits from the song went to Susan G. Komen.

THE INSPIRATION
THE CRAFT
RESULTS

In just one week, the music video reached more than 14 million views. Susan G. Komen took over Daddy Yankee’s social media network by reaching his 50 million followers. The entire effort accrued over a million dollars in earned media and most importantly, the song was transformed into a fundraising platform for the Susan G. Komen Foundation.

COLLABORATORS

DADDY YANKEE

Most streamed artist of all times in Spotify & YouTube and Twenty-Seventh Time Grammy & Latin America Winner Artist.

Puerto Rico Symphony Orchestra

A musical ensemble sponsored by the Government of Puerto Rico. It has 80 regular musicians from around the world performing a 52-week season which includes symphonic concerts, operas, and ballets. “Daddy vs. Breast cancer” marks the first collaboration between the Puerto Rico Symphony Orchestra and an urban act.

RAFA SARDINA

Los Angeles based Thirteen-Time Grammy & Latin Grammy Winner Producer, Mixer and Engineer.

PAUL IRIZARRY "ECHO"

Four-Time Grammy Award-winning producer and engineer Paul Irizarry “ECHO” has successfully worked for the last 15 years with major urban and pop artists in Latin, mainstream, and European markets.

KACHO LÓPEZ MARI

Two-Time Latin Grammy Winner and
Sixth-time Nominee in the "Best Music Video" category.

CUCCO PEÑA

Two-time Grammy and Latin Grammy winner composer, producer, orchestra director and professor.

EDY LAN

Multi-award winning composer.

Awards

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2018 Cannes Lions

Radio & Audio, Not-for-profit/Charity / Bronze Lion

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2018 Cannes Lions

Entertainment, Entertainment for Music, Use of Original Composition / Shortlist

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2018 Cannes Lions

Entertainment, Entertainment for Music, Production of Exclusive Artist Content in Partnership with a brand or cause / Shortlist

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2018 Cannes Lions

Entertainment, Social & Influencer, Content Marketing-Social Video / Shortlist

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2018 Cannes Lions

Entertainment, Social & Influencer, Content Marketing-Partnerships / Shortlist

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2018 Cannes Lions

Entertainment, Social & Influencer, Content Marketing-Content Creation / Shortlist

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2018 Clio Music Awards

Social Good / Bronze

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2018 Clio Music Awards

Branded Entertainment & Content / Shorltist

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2018 FIAP

Social Good / Gold

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2018 FIAP

Music Content / Silver

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2018 LATIN GRAMMY

Best Urban Fusion/Performance / Nominee

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