Live Nation and Pearl Jam were looking to team up with an agency that could bring Hispanic Insights to the Lightning Bolt tour scheduled later in the summer. Activating their current customer base, adding new fans, and gaining valuable insights into the Hispanic fanbase for both Pearl Jam and LiveNation would be a win for the project.

This led to the campaign “25 Years Since Ten.” An activation campaign spanning two years and multiple artists that serendipitously coincided with the 25th anniversary of Pearl Jam’s debut album Ten.

Sonido Tribal is a series of interviews with the "Pearl Jams" of Latin America. Live Nation meets and documents interviews with Latin American bands signed under Live Nation. The questions mold to hit Hispanic passion points, driving interest of and exposure to the U.S. Latin American audience.

An activation campaign, a petition by Hispanic fans, that culminates in a documentary of the entire process punctuate this activation campaign.