Ta'Katrín is an in & out campaign that Takis launched for the day of the death. This holiday is all about traditions and Takis target and audience are centennials, so we thought, what if we could evolve one of the most representative traditions of this day with the new generation. So we decided to re-invent the "calaverita" (traditional poems made for the death in this holiday) to make a "rap calaverita".
This campaign was conceptualized and created during the pandemic, it was highly important to give a positive message during this time and to encourage centennials to never give up and to follow their dreams
and celebrate life.
In Spanish "tumbe" means to bury, it is also an expression to say "knock you down", so the translation for the concept campaign would be "don't let anything knock you down".
The word play refers to the holiday, but also, speaks to the stage where some of this young people might be in regards of our society. This aims to empower this generation to not feel judged by society, to speak for themselves, find their true passion and to celebrate life.
For our campaign, we made a trap song with two recognized rappers from Mexico: B-one and Dominic.
We used the chorus of the song for our TVC and we made a Video Clip for the complete song.
👇 Full song video clip 👇
