Spotify is there for all your (embarrassing) everyday moments in latest global push

The streaming platform is highlighting podcasts as well as music in mature markets

Published On
Apr 30, 2019

Editor's Pick

The latest global campaign from Spotify takes a step away from the brand's approach of digging up nuggets from user data, to push playlists and podcasts with the tagline "Music for Every Mood." 

The integrated campaign, created in-house, encourages audiences to see the platform as the best way to make music more a part of their lives. It will employ OOH, digital, TV, radio, and social in the brand's mature markets (Australia, Canada, New Zealand, Netherlands, Germany, Sweden, the U.K. and U.S.) and highlights playlists like Beast Mode and Songs in the Shower, plus podcasts such as Over My Dead Body.

The push includes three TV spots that have fun with people tapping into the playlists during everyday moments.

A city driver freaks out passers-by when he sings along to Annie Lennox's "No More 'I Love You's'"—continuing his shower singing session from earlier that morning. (Big props to the actor, whose timely blinks and unabashed belting make for a perfect comedic performance.) A woman puts on "Beast Mode" to face the stairs–and the rest of her day—at the office. And a hungover party host groans on the couch to the "Mellow Morning" playlist, accompanied by humorous text about how it makes you feel "vibrant and energized." David Kerr directed the spots via Hungry Man. 

Outdoor ads, inspired by social media meme culture, highlight via memes how typical Spotify users interact with each other. 

Different executions will run in areas of the world where Spotify aims to expand its presence with its core, young audience: Brazil, Mexico, Columbia, Argentina, France, Italy, Thailand, Philippines, Indonesia, South Africa and Spain. For example, in Brazil, creative features popular Brazilian hip-hop artist Baco Exu do Blues, and the copy translates in English to "Come to Spotify and Discover Your Favorite New Artist.”

"This multifaceted campaign sets the stage as we seek to deepen our connection with the people who already know and love Spotify and cultivate relationships and moments of discovery in areas of the world where we are looking to expand," said June Sauvaget, global head of consumer and product marketing at Spotify in a statement.

About

Credits

Date
Apr 30, 2019
Client:
Spotify
VP, Global Brand:
Alexandra Tanguay
VP, Global Executive Creative Director:
Alex Bodman
Global Head of Brand Design:
Rasmus Wangelin
Director, Integrated Production:
Belinda Lopez
Global Director, Brand Strategy:
Zach Pentel
Head of Global Brand:
Lauren Solomon
Creative Director:
Alexandra Sobiecki
Creative Director:
Rajeev Basu
Senior Art Director:
Erik Herrstrom
Senior Art Director:
Felipe Rocha
Director:
David Kerr
Production Company:
Hungry Man
Designer:
William Oswin
Copywriter:
Colette McIntyre
Brand Strategy Manager:
Nathan Doiev
Senior Producer:
Jenna Allchin
Senior Producer:
Natalie Espinosa
Producer:
Gabrielle Kreutter
Producer:
Kenzie Tankersley
Brand Manager:
Kimberly Summers
Associate Brand Manager:
Christine Motch
Associate Brand Manager:
Claire Ulak
Director, Social Media Campaigns:
Robert Waite
Global Brand Lead:
Payman Kassaie
Global Head of Consumer Marketing:
June Sauvaget
Global Head of Marketing Strategy:
Neal Gorevic
Director, Global Marketing Strategy & Planning:
Emmanuel Orssaud
Head of Global Media:
Scott Marsden
Associate Media Manager:
Sarah Schlein
Editorial + Audio Mix:
MackCut
Color:
Company 3
Finishing:
MPC
Animation:
Hornet
Print OOH:
The Resize Guys
Sound Design:
Skillboard

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