To launch SAP’s partnership with Gen Z pop group Now United, we created Now Nature, a fan-powered campaign that let followers shape the band’s journey through India. By inviting fans to submit and vote on locations, we turned the launch into a cultural moment, sending the group to Laitlum Canyon to film content and a music video. The result felt participatory, not promotional, and drove 142M impressions and 19M views.
Now Nature
SAP + NOW UNITED
