The 'Coquí Alarmed' campaign, created by Hyundai Puerto Rico and BBDO Puerto Rico, won the Grand Prix of Audio & Radio at the Cannes Lions International Festival of Creativity. The campaign replaced the conventional sound of Hyundai rental cars with the song of the coquí, a Puerto Rican frog, after a tourist complained about the noise on social media.
Nánel Rodríguez, creative director, said the idea demonstrates that powerful creative works come from culture. Glory Rosado, vice president of Accounts at BBDO Puerto Rico, highlighted the collaborative work that made the initiative possible.
Guillermo Rodríguez, vice president of marketing at Hyundai Puerto Rico, expressed that the campaign reflects the company's desire to connect with consumers through local culture. The victory is considered a milestone for Puerto Rican creativity on the global stage.