Pony Malta and MullenLowe hacks Spotify and Instagram
Pony Malta wanted to highlight all ambassadors and influencers who used pridelists as an opportunity to show the support of teenagers who are victims of bullying and to let them know that they are not alone
With MullenLowe SSP3, Pony Malta, the Colombian teen drink chopped Spotify and Instagram by creating pridelists, a movement to celebrate the LGBTQIA + community through music.
Bullying is a problem that affects many teenagers in Colombia and around the world. One of the main reasons is their sexual orientation. A study by the United States Health Institute found that there is overwhelming evidence that adolescents who identify as gay, lesbian, or bisexual are at greater risk of depression or suicide attempts than heterosexual adolescents.
In Colombia, 54% of LGBTQIA + students at school feel insecure due to their gender, 43% are victims of bullying due to their sexual orientation, and 21% have not attended school at least once out of fear or anxiety in the past month, as confirmed by a study by the Colombia Diversa organization.
Pony Malta is a Colombian brand that has stood with teenagers for more than 60 years and gives them the energy to face up to every challenge in their lives. For this reason, the brand wanted to talk about a problem that is so visible but that has long been ignored.
Pony Malta and MullenLowe SSP3 have decided to infiltrate two of today's most popular social networks, Spotify and Instagram, to create pridelists: a movement to celebrate the diversity of LGBTQIA + through music.
Pridelists consists of six different playlists on Spotify, which are sorted according to the color of their album art, not the genre of the songs: red, orange, yellow, green, blue and purple. People can share a song from any playlist in their Instagram story to form the LGBTQIA + Pride flag in six consecutive stories. On the occasion of the anniversary of the Stonewall riots during Pride Month, thousands of Instagram profiles across Latin America have flagged their stories with the Pride flag.
Yoreli Rincón, captain of the Colombian women's soccer team; Diego Torres, a famous Argentinian songwriter; Andrés Cepeda, one of the most important artists in Colombia; and Morat, a new generation band that has grown in popularity among young people, were just a few of the celebrities who have joined thousands of social influencers and people across the continent to demonstrate their support for the movement by shared the Pride flag by Pridelists.
Pony Malta decided not to be the main voice of the movement and launched the campaign to start an organic conversation about the matter and raise awareness of support for teenagers across Latin America.
The brand wanted to give the spotlight to all ambassadors and influencers who used pridelists as an opportunity to demonstrate their support for teenagers who have been victims of bullying and to let them know that they are not alone.
“This is one of the most serious problems affecting teenagers in Colombia. So we wanted to do something to raise awareness of this problem. The essence of Pony Malta is to inspire teenagers to achieve the best version of themselves, and bullying is an enemy in this process. Pridelists is the first of many promotions and campaigns the brand will promote in the future, and we are pleased with the results so far to bring these efforts to life, ”said Juan Alonso Torres, director of NABS ABInBev Colombia.
"We are very excited to be part of this campaign and to stand next to teenagers in Colombia because nobody should ever be a victim of bullying, let alone because of their gender or sexual orientation." It was such a simple idea implemented on two of the most powerful teen channels, and it was great to see the support of so many influencers and celebrities in the country come in to show these teenagers that they are not alone ” he adds Carlos Andrés Rodríguez, Chief Creative Officer of MullenLowe SSP3.