Xtrim, the Ecuadorian brand dedicated to entertainment through different digital platforms, presents its case ‘Love in Amorfinos’, developed by Paradais DDB, in order to communicate the launch of its new content platform focused on music and audiovisuals exclusively for Ecuadorian artists and collaborating to promote a great cultural change in the country.

Amorfinos are a musical genre based on an ancient poetic tradition created in the countryside of Ecuador, in which a man and a woman declare their love for each other. Since their creation over 150 years ago, these songs have only been for heterosexual couples, leaving other types of love aside. Amorfinos are recognised as Ecuador's intangible cultural heritage and are taught in all schools in the country.

Together with Grupo Manchecaña and members of the LGBTIQ+ community, Paradais DDB created the first amorfinos for same-sex couples for Xtrim. With well-known local artists and the composition of two musical themes, the set of songs were released on social networks, radio stations across the country, and various digital platforms. In a short time, they became anthems for the community and represented a cultural milestone for the country.

In less than a month, more than 4 million were achieved in Free Press, more than 5,000 duets on TikTok, and for several weeks they were the most requested songs on radio stations throughout Ecuador and reached #3 spot on the music charts.