Spotify encloses listeners in beautiful music bubbles in global B-to-B push

Campaign follows brand's songs targeting CMOs

Published On
Sep 28, 2021

Editor's Pick

Spotify is promoting the benefits of its super-engaged audience to potential advertisers in its first global b-to-b campaign, with creative that pictures users of the platform encased in their own beautiful bubbles of audio. 

The campaign, "All Ears on You," depicts people going about their day in a busy city full of distractions (phones, traffic, etc.) Alongside them, Spotify users are immersed in their own little words as they listen to their audio of choice. A woman totally engrossed in her music dances across a pedestrian crossing and then floats past the windows of a busy office; a man stuck in traffic turns on a podcast and is able to zone out; another woman chills out to a meditation track in her pod. 

Set to the track "Feet don't fail me now," by British artist Joy Crookes, the spot was directed by Amber Grace Johnson via Object & Animal and created in partnership with FCB New York. It follows FCB's previous work for the brand that involved creating original tracks for Chief Marketing Officers of brands such as Frito-Lay, Indeed and Kimberly-Clark.

The campaign will run across digital video, out-of-home placements in major U.S. cities, social media and digital audio. It aims to reinforce to advertisers that Spotify delivers a fully immersed audience, with higher engagement than other media platforms.

Spotify OOH1

“Advertisers are struggling to break through to reach consumers who are constantly bombarded with messages and are more distracted than ever before,” said Khurrum Malik, Spotify’s head of advertising business marketing, in a statement. “All Ears on You highlights how Spotify is able to cut through the clutter better than any other advertising platform thanks to an immersed and engaged audience deep in the listening experience.”

Spotify OOH2

“This platform was born from the insight that listeners aren’t merely on Spotify,” added Gary Resch, executive creative director at FCB New York. “They’re in Spotify. They’re fully immersed, truly present and undistracted by the noise surrounding them. And that focused headspace has massive value to marketers on Spotify. The bubble device brings that headspace to life in a magical way, and is an enduring platform that can come to life across all sorts of executions and iterations moving forward.”

 

Spotify OOH3

Spotify OOH4

 

Credits

Date
Sep 28, 2021
Client :
Spotify
Agency :
FCB-New York
Head of Advertising Business Marketing :
Khurrum Malik
Global Strategy Manager :
Andrea Kim
Global Director Enterprise Marketing :
Sarah Kiefer
Creative Director :
Richard Frankel
Global Creative Lead :
Tammijean Triplett
Co-Chief Creative Officer :
Michael Amiette
Co-Chief Creative Officer :
Gabriel Schmitt
Executive Creative Director :
Gary Resch
Creative Director :
Alexandre Abrantes
Associate Creative Director :
James Meiser
Senior Art Director :
Justin Batten
Senior Copywriter :
Ken Syme
Executive Producer :
Chris Lenz
SVP Business Lead :
Tara Graff
Account Supervisor :
Sean Kittredge
Production :
Object & Animal
Director :
Amber Grace Johnson
Executive Producer :
James Cunningham
Producer :
Myriam Schroeter
Editorial :
Lost Planet
Editor :
Ben Rodriguez
Executive Producer :
Krystn Wagenberg
Sr. Producer :
Casey Cayko
Sr Cutting Assistant :
Rachel Butler
VFX Color Finishing :
The Mill
VFX Supervisor / Sr. Lead 2D Artist :
Blake Druery
VFX Supervisor / Sr Lead 3D Artist :
Ajit Menon
Creative Director :
Corey Brown
Executive Producer :
Mandy Harris
Producer :
Catherine Fischer
Colorist :
Michael Rossiter
Color Producer :
Evan Bauer
Sound Design / Mix :
Wave Studios
Senior Audio Engineer/ Sound Designer :
Chris Afzal
Executive Producer :
Vicky Ferraro
Producer :
Eleni Giannopoulos
Music :
Feet Don’t Fail Me Now
Artist :
Joy Crookes

Need a credit fix? Contact the Creativity Editors

Industry
Project Type