My Beats Don't Lie

As the main sponsor of Todo Mundo no Rio 2026, Beats needed to do more than appear alongside Shakira’s historic performance. The challenge was to transform sponsorship into cultural relevance and create a moment fans would genuinely engage with.

We uncovered a connection that already existed in people’s minds: Shakira is known for her hips, while Beats is recognized for the iconic curve of its bottle. This insight inspired a simple but powerful reinterpretation of one of pop culture’s most recognizable lyrics: “My Hips Don’t Lie” became “My Beats Don’t Lie.”

The idea quickly expanded beyond the event itself, turning into a social conversation driver for the brand. The campaign reached more than 30 million people, generated 250K+ interactions, and delivered the highest engagement performance in Beats’ recent history.