"Tracking Bad Bunny" Location-Based Campaign Wins 30th Annual Webby Award

The interactive "Tracking Bad Bunny" campaign by DDB Latina Puerto Rico wins the Webby Award for Best Community or Fan Engagement in Media/Entertainment at the 30th Annual Webby Awards. The campaign required fans to physically visit Puerto Rican landmarks — each mapped to a track — to unlock *Debí Tirar Más Fotos* song by song, embedding the album's themes of memory and belonging into the island's geography. It received a second Webby nomination for Best Partnership or Collaboration, and is the first Webby awarded to a campaign tied to a Latin music release. Ceremony: May 11, 2026, New York City.