The iconography of Bad Bunny’s album “DeBí TiRAR MáS FOToS” confused a lot of people. Two plastic chairs in the middle of a banana field? It might seem random, but for the Latino community, it was so much more.These are the kinds of discoveries I love to make—finding the subtle, yet powerful, cultural details that help brands connect meaningfully with people.
Those two chairs are not just chairs; they’re ours. They represent childhood memories, family gatherings, that photo at your grandmother’s house, a place to escape the summer heat, or even relaxed afternoons in the backyard. The image felt so familiar that no explanation was needed because the meaning was already there—rooted in our culture.
🎯 High-level marketing: Bad Bunny and his team didn’t just create an album cover; they listened to their audience and touched on something universal yet deeply Latino. It wasn’t forced or artificial; it was genuine.
💡 The power of insights: What makes this so impactful is the ability to uncover what is intrinsic to your audience’s culture. Those things we don’t say out loud but that are part of who we are. At CROING l Creative Agency, we’re passionate about crossing brands with people by identifying these cultural inisghts and turning them into meaningful connections.
🌍 Global reach, local roots: The image became a bridge between local culture and global recognition, proving how authenticity can transcend borders.
📣 Brands echoing it: Those two chairs didn’t stay on the album cover. Brands like Crocs, Burger King, Mercado Libre, Cerveza Tecate, Durex Inc, and Rappi immediately recognized their cultural significance and began using them in their own campaigns, creating a domino effect of nostalgia and identity.
For Latinos/as/xs, those chairs are much more than furniture. They are a shared experience, a reminder of where we come from and who we are. So when brands or artists connect with something so genuine, the impact is undeniable.
✨ Do you have two plastic chairs that represent a place, a person, or a moment in your life?
