Kiss FM
Where real Rock & Roll lives.
In 2012, a new rock station was making noise ahead of its launch in Brazil. Kiss FM needed to remind listeners why they were still the real home of Rock & Roll.
Reinforce Kiss FM's brand identity and emotional connection with its audience, without sounding defensive or dated. The goal was to stay relevant and unmistakably rock in a crowded media moment.
Listeners don't tune in for background noise — they turn to classic rock to unwind and disconnect. It's not just music, it's release. That emotional bond was the brand's biggest strength.
A full-page, ultra-detailed illustration inspired by Where's Waldo, with Kiss FM hidden as the only place to find classic rock. It turned a print ad into a moment of discovery — just like flipping through vinyl.
The campaign reminded everyone that Kiss FM wasn't going anywhere — and brought home two Cannes Lions in the process.