THE
ENCHANTMENT TRANSCENDS

A unique Social Film & work of art featuring the authentic painterly strokes of
Ángeles Toledano, created for the campaign celebrating Flamenco in Spain (November 2024).

Watch with ENGLISH CC in Youtube

CAMPAIGN
RESULTS

9.7MM

Total impressions across platforms

–

+40K

Total engagement (comments, saved and shares)

INSTAGRAM REELS

+3.6M views

TIKTOK

+6.9M views

YOUTUBE

12.7K organic views

THE BRIEF

To celebrate Flamenco Month, one of Spain’s most iconic folk music genres, Amazon Music collaborated with the Museo Nacional Thyssen-Bornemisza to showcase its connection with the most avant-garde artists. They launched a tour inspired by the work of Ángeles Toledano, a standout singer of the new wave, and asked us to support this cultural milestone with a comprehensive campaign that resonates across all generations.

THE ARTIST

Ángeles Toledano, originally from Jaén, is one of the freshest voices in contemporary flamenco. From a young age, flamenco music has been a constant in her life; she started singing at the age of seven and has developed her own style, blending tradition with contemporary elements.

AMAZON MUSIC

THE SONG

In her exclusive rendition of "Sin Ti No Soy Nada (Amazon Music Original)", released solely on Amazon Music, Ángeles Toledano reimagines Amaral’s iconic 2002 song, preserving its essence while infusing it with the raw emotional intensity of flamenco.

AMAZON MUSIC

MERGING VISUAL ARTS AND MUSIC IN THE MUSEUM

Artistic creation is a journey that begins with the primal—an echo that leaves its mark, waiting to be discovered in every work. This journey is an encounter between painting and music, where their languages intertwine to tell unique stories. It showcases how the inherent magic of art has the power to manifest in any form.

Through guided, free-entry tours , visitors travel through time from the 19th century—exploring the works of Gaertner, Monet, and Degas—to the 20th century, featuring paintings by Grosz, Miró, and Kandinsky, among other great masters.

Sabotage Propaganda was responsible for shaping the graphic identity of the tour and the event celebrating Flamenco, expanding the Museum’s avant-garde universe.

VISIT LINK

ABOUT THE CAMPAIGN

BRINGING FLAMENCO TO ALL FORMS OF EXPRESSION

Beyond the Social Film, we created a series of custom cuts for TikTok and Instagram, structured into chapters that aligned with the unique rhythm of each platform.

LIVE REACTIONS

To celebrate International Flamenco Day, we took the Social Film and its soundtrack to the streets of Madrid, handing out carnations and traditional museum postcards featuring an exclusive message from Ángeles Toledano.

THE EVENT

The Social Film premiered on the big screen at a special event hosted by Amazon Music at the Museo Nacional Thyssen-Bornemisza and was simultaneously released on social media, including Ángeles Toledano’s YouTube channel and the museum’s official page. Additionally, Toledano performed her Amazon Music Original live, and guests enjoyed a curated museum tour featuring its most avant-garde pieces.

MORE ICONIC
ARTISTS

Other flamenco vanguardists, key figures in today’s flamenco scene, also shared their perspectives on experimenting with the genre while staying true to its roots.

Featuring:

NIÑO DE ELCHE

JAIRO DEREMACHE

MARÍA TERREMOTO