Lightbox
Shortlist Award
Rock DNA
Billboard
Brazil
2025
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Execution Audio
Entrant Company
AlmapBBDO
Entry Type
Product/Service
Program
Clio Awards 2025
Medium Type
Professional
Medium
Audio
Category
Use of Technology
Who is the father of rock? A few names probably came to mind – Chuck Berry, Elvis Presley, Johnny Cash... All men. But the father of rock is actually a mother: Sister Rosetta Tharpe. Years before them, Rosetta was already cranking up the distortion on her guitar, shredding solos, and presenting her rock’n’roll on stage. Though she was recognized as a major influence on many of the men said to be the inventors of rock, including Johnny Cash himself, who name-checked her in his induction speech at the Hall of Fame, Rosetta Tharpe never received the recognition she deserved. This injustice must be corrected. There’s no better way to prove that rock has a mother than to look at its DNA. That's why we created the first musical DNA test. A new, interactive way to tell a story to your audience through data. 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. The algorithm can be consulted through a web app, available for desktop and mobile devices: https://rockdna.app/en/
Credits
Advertising Agency
AlmapBBDO
Sao Paulo
Advertiser / Brand
Billboard
Sao Paulo
Advertising Agency
AlmapBBDO
Sao Paulo
Agency Network
BBDO
New York
Holding Company
Omnicom Group
New York
Production Company
Acaca
Sao Paulo
Music/Sound Company
Punch Audio
Sao Paulo
Digital Agency
20DASH
Sao Paulo
Chief Creative Officer
Luiz Sanches
AlmapBBDO
Chief Creative Officer
Pernil
AlmapBBDO
Chief Executive Officer
Filipe Bartholomeu
AlmapBBDO
Executive Creative Director
Pedro Corbett
AlmapBBDO
Art Director
Victor Laars
AlmapBBDO
Copywriter
Rafael Reis
AlmapBBDO
Special Projects Coordinator
Julia Newman
AlmapBBDO
Special Projects
Marilia Alves
AlmapBBDO
Public Relations
AlmapBBDO
AlmapBBDO
Public Relations
Giusti Creative PR
Giusti Creative PR
Public Relations
Mynd
Mynd
Head of Production
Diego Villas Bôas
AlmapBBDO
Agency Producer
Aline Silva
AlmapBBDO
Agency Producer
Marcia Granja
AlmapBBDO
Account Team
Julia Newman
AlmapBBDO
Account Team
Marilia Alves
AlmapBBDO
Head Of Creative Technology
Lilian Cavallini
AlmapBBDO
Project Manager
Juliana Sousa
AlmapBBDO
Motion Designer
Victor Laars
AlmapBBDO
Motion Designer
Ricardo Chapira
AlmapBBDO
Motion Designer
Arthur Siqueira
AlmapBBDO
Motion Designer
Bruno Jorri
AlmapBBDO
Producer
Cristiano Pinheiro
Punch Audio
Account Team
Lili D. Aragoni
Punch Audio
Account Team
Alessandra Pais
Punch Audio
Account Team
Gabriela Takan
Punch Audio
Production Coordination
Cristiane Oliveira
Punch Audio
Production Coordination
Karina Coviello
Punch Audio
Mixing & Finishing
Gustavo Guanaes
Punch Audio
Mixing & Finishing
Ian Sierra
Punch Audio
Mixing & Finishing
Rodrigo Tuchê
Punch Audio
Approval
Fátima Pissarra
Billboard
Approval
Carlos Scappini
Billboard
Approval
Camila Zanetin
Billboard
Approval
Marcello Azevedo
Billboard
Approval
Marcos Buaiz
Billboard
Approval
Raquel Kury
Billboard
Approval
Camila Zana
Billboard
Approval
Débora Miranda
Billboard
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