Spotify is the market leader in Germany when it comes to streaming music. Recently the brand is facing a growing competition in the market from the likes of Apple Music, Deezer and Tidal. Spotify was looking for a campaign to differentiate itself from the other brands in the market and win new users.

Together with our client we found that the playlist feature is what really separates Spotify from their competitors. It’s Spotify’s way to curate music and let you discover new artists. But it’s also a way for millions of users around the world to share their favourite music and get creative. Today there are millions of playlists on Spotify.

And we decided to make them the star of the campaign. Working with the fact that users get really creative in naming them and using these names in a playful way and entertaining way.

Our focus was on digital and outdoor, with altogether over 90 different hyperlocal and programmatic ads focusing on the 8 biggest German cities.

Director: Antonin B. Pevny

Production: Pevnyfilms / Embassy Of Dreams

Agency: VCCP

Role: Head of Integrated Production / Creative Producer