LAARS
& RAFA

Creative Duo @Almap BBDO


Flying Guardians
Rock DNA
Só Batata, Óleo e Sal
Pullman Histórias
Elden Fake News
Dedos de Cheetos



About

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Laars e Rafa Portfolio
Rafa e Laars Portfolio

ROCK DNA

by Billboard When we think about the birth of Rock 'n Roll, lots of names pop up. Chuck Berry, Elvis Presley, Buddy Holly, Little Richard, Jerry Lee Lewis and Johnny Cash are some of them. But did you know the true Father of Rock is a mother?

Sister Rosetta Tharpe is one of the people who introduced the use of distortion and agressive guitar picking which evolved into what we call Rock. A story shadowed by the legends who came after her, now told by Billboard.

To prove her influence we created the first Music DNA Test. A new, interactive way to tell a story to your audience through data using a web app. We created an algorithm that analyzes songs and cross-references the data with elements that became hallmarks of Rosetta Tharpe’s work throughout her career.

The result shows the Mother of Rock’s influence on each song, expressed as a percentage that drove a graphic alongside the genre of the music analyzed, creating a shareable experience.
Cannes Lions
Bronze - Audio & Radio '24

El Ojo de  Iberoamerica
Gold - Radio & Audio '24
Gold - Creative Data '24
Bronze - Digital & Social '24
Shortlist - Best Idea in Brazil '24
Shortlist - Brand Experience '24

Clube de Criaçâo (Brazilian Creative Club)
Gold - Radio '24
Gold - Digital '24
Silver - Digital '24
Bronze - Digital '24
Bronze - Media Outlets '24
Merit - Branded Content '24







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