Nosotras — Me Feat. Me (Chile)
GOLD — 2026 Marketing Makes a World of Difference™ Awards
Music, technology and collaboration transformed one artist’s personal journey into a powerful expression of identity, resilience and visibility.
Submitted by PHD Chile
Winner’s Citation
For using music and technology to create a deeply personal expression of identity—giving an artist the opportunity to perform alongside his past self while ensuring the story was shaped with, rather than simply about, the community it represented.
How It Makes a World of Difference
Nosotras is a leading menstrual-hygiene brand in Latin America with a platform built around empowerment. But in Chile, the brand recognized a group largely absent from conventional category communications: trans men and non-binary people who continue to menstruate after transitioning.
Rather than create a traditional campaign about inclusion, Nosotras chose to help create something the community could embrace on its own terms.
At its center was Vitto, a young trans man who had written music before his transition under the name Adela. Among those songs was an unreleased track created during an earlier period of pain and uncertainty.
Me Feat. Me reimagined that song as a duet between Vitto’s past and present selves—his voice quite literally entering into conversation with who he had once been.
AI helped make the idea possible. Using more than 1,000 photographs and videos supplied by Vitto, the team created a realistic projection of his past self, enabling him to perform the duet live alongside Adela. The performance debuted at Chile’s Todo Mejora Gala before traveling to more than 30 stages around the country.
The song was released through major streaming platforms and radio rather than treated as conventional branded content. Throughout the campaign, Nosotras deliberately remained in the background, allowing Vitto, the music and the story to lead.
The Difference Marketing Made
Marketing created the conditions for someone to tell his own story in a way that had never before been possible.
That is an important distinction.
Nosotras didn’t simply use Vitto’s experience to make a statement about inclusion. The project was developed in close partnership with OTD Chile so that it would be shaped with—not for—the community, while technology enabled Vitto himself to become the medium.
The brand’s decision to step back was part of the idea.
Instead of placing itself at the center of the story, Nosotras used its marketing resources to create a platform for a voice that the category had largely overlooked—and enabled one individual’s private experience to become a public expression of resilience, identity and possibility.
Results That Make a Difference
Me Feat. Me moved well beyond its original performance.
The song aired on every major radio station in Chile and was performed on more than 30 stages around the country. Released across major music-streaming platforms, it generated more than 1.7 million streams.
The story also generated more than $2.3 million in earned media, without paid promotion behind the song, with coverage extending across national news, music and LGBTQIA+ media.
Beyond reach, the initiative deepened Nosotras’ existing “Turning Bullying into Loving” platform and contributed to an ongoing relationship with OTD Chile, while opening a broader national conversation around trans visibility.
Perhaps its most meaningful result, however, was embedded in the idea itself: marketing didn’t give Vitto a voice. He already had one. It helped create a new way for that voice to be heard.
Continue Exploring Marketing Makes a World of Difference™ 2026
SEE ALL THE WINNERS
Explore the complete 2026 Marketing Makes a World of Difference™ winners and case studies.
EXPLORE THE TRENDS
Discover the signals, patterns and ideas emerging from this year’s winning work—and what they suggest about marketing’s changing role.
