At a rally for President Donald Trump last October, comedian Tony Hinchcliffe opened with a racially charged remark, calling Puerto Rico a “floating island of garbage.” Puerto Rican rapper and superstar Bad Bunny responded with bold creativity. Teaming up with Spotify and Google Maps, Bad Bunny launched the “Tracking Bad Bunny” campaign—transforming the entire island of Puerto Rico into a venue for promoting his latest album. Through a series of outdoor installations spread across the island, the campaign turned everyday streets into touchpoints for tours, album releases, and pop-up events. Fans were invited to participate in a large-scale scavenger hunt, decoding clues and uncovering hidden messages along the way. The campaign not only spotlighted Bad Bunny’s new album but also celebrated Puerto Rican identity in an authentic and engaging way. As Jury President Seiya Matsumiya put it, the campaign “utilized the partner corporations’ platforms to mobilize his huge fanbase and reclaim the image of his homeland.”