The Latinx community sees cultural fluidity as its superpower, not a constraint. The community speaks the universal language of music and is not afraid to get louder and share their superpower with the world.
Instagram set out to create a moment for Latinx Heritage month that would last all year long and lay the groundwork for years to come. With the Somos Limitless campaign, we are celebrating how the new Latinx generation crosses borders and bends convention.
We kicked off with a musical cypher amplifying the new guard of Latinx artists: Puerto Rican viral-sensation, @guaynaa, Latin-trap artist, @mariahangeliq, regional Mexican artist, @adrielfavela, Latin-pop singer, @estemanmusic, Panamanian, Reggaeton rapper, @elisama, and super-producer, @skyrompiendo, featuring a special spoken word piece from Afro-Latina poet, @melatocatierra, as they created a first of its kind track.
Working with acclaimed image maker— Kris Mercado, a full suite of assets were created to bring the campaign to life and draw awareness to the event.
To help support and generate more buzz, the track flexed across Reels as our lineup of artists “passed the mic” to Creators and users alike, with a CTA to Remix Somos Limitles”. In addition, a themed sticker pack was introduced for users to customize their Reels and use them throughout the month and beyond. - The campaign was picked up by some major Latinx publications such as Remezcla, Mitu, Hola! and iHeart.