do you speak anitta?

DO YOU SPEAK ANITTA? DO YOU SPEAK ANITTA? DO YOU SPEAK ANITTA? DO YOU SPEAK ANITTA? DO YOU SPEAK ANITTA? DO YOU SPEAK ANITTA? DO YOU SPEAK ANITTA?

Anitta's new album, 'Funk Generation', is a celebration of the roots of Brazilian funk. Through blending rhythms and singing in Portuguese, Spanish, and English, the singer aims to boost funk's global acceptance.

But despite her success in popularizing this genre abroad, funk still faces stigma in Brazil for its origins in favelas and perceived linguistic inadequacy. Although it reflects our popular language, it’s often seen as culturally inferior.

Spotify partners with the National Language Museum to address this gap. Language shapes culture, and Anitta's undeniable contribution, introducing foreign expressions and slang that influence how young people communicate and interact, must be noted and celebrated.
¿De acuerdo? Beleza.

At the entrance, posters display some of the most impactful trilingual lyrics from the album, with explanations co-authored by Anitta.
Spotify codes on these posters link directly to the songs on the app. We also distributed flyers for fans to take this material home.

Visitors enter a dark room on the second floor. On a large screen, Anitta explains some of the verses from her album in an immersive experience.

On the third floor, Anitta talks about funk and its history. 'Funk is the voice of the favela, it's the voice of the community. Funk is the voice of people who don't have opportunities.'

By conducting this activation, we gave Anitta the recognition she deserves and validated funk music and its language in one of Brazil's leading institutions.
We use slang. We speak freely. We mix idioms, and that's a cultural trait worth celebrating. Was there criticism? A little. But the public's response exceeded our wildest expectations.

Not only did Anitta bring a new audience to the museum, with a significant increase in visitors, but also made the internet go muito loca.

AdAge

"Spotify’s Anitta exhibit
at a language museum
in brazil explores the linguistic
diversity of her music"

Billboard

"Do you speak Anitta? It may sound like a rhetorical question given the Brazilian
star’s universal hits"

Just Jared

"Anitta is taking
over the National
Language Museum!"

Folha

"By appearing in such
an important space,
she challenges the audience that views her work as something inferior
within Brazilian culture"

GShow

"The Big Boss now
has an exhibition to call
her own!"

CNN

"Anitta vai ser tema de exposição no Museu da Língua Portuguesa"

KEY
RESULTS

41MM

60K

2,58X

94

earned impacts | 44MM total

Interactions

increase in peak day visitors

articles about the activation

CCO/CEO: Felipe Simi
CCO: Rafael Ziggy
CDO: Diego Limberti
Creative Directors: Luiz Mastropietro, Talita Cardozo
Copywriting: Arthur Zambone
Art Direction: Wander Tosta
Content Manager: Bella Tavares
Content: Giovanna Mozelli, Vitória Cruz