Bad Bunny – Nadie Sabe Campaign

A teaser campaign for an unannounced Bad Bunny album, with cryptic billboards across major cities, no logo, no date, no name. One of the most talked-about music marketing moments of 2023.

Overview

efore anyone knew Bad Bunny had an album coming, there were billboards. No logo, no date, no name, just enough to send his fanbase into a spiral. Led the creative direction and social rollout strategy at Spotify for one of the most talked-about music marketing moments of 2023.

The work

Led OOH placement strategy and creative direction across key cities
Developed the no-logo, no-date teaser approach
Built social amplification strategy to capture and fuel organic fan conversation
Coordinated exclusive Spotify content layered in at the album reveal

Bad Bunny – Nadie Sabe Campaign project media