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Bad Liar

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Media Publicidad exterior, vallas publicitarias, carteles, vehículos
Mercado Estados Unidos
Agencia Spotify
Regional Executive Creative Director Alex Bodman
Associate Creative Director Dan Brill, Spencer Hansen
Senior Art Director Ellen Pai, Martin Berggren, Angeline Toh, Erik Herrstrom
Creative Jackie Jantos
Publicado diciembre 2017

Premios

D&AD Awards 2018
Outdoor Advertising Outdoor Advertising: Tactical Wood Pencil

Creditos y descripciones

Chief Marketing Officer: Seth Farbman
VP, Brand and Creative: Jackie Jantos
Global Brand Director: Alexandra Tanguay
Global Creative Director: Alex Bodman
Associate Creative Director: Dan Brill
Associate Creative Director: Spencer Hansen
Global Brand Design Director: Rasmus Wangelin
Senior Art Director: Martin Berggren, Ellen Pai, Angeline Toh, Erik Herrstrom
Associate Brand Director: Christian Navarro
Senior Global Brand Manager: Payman Kassaie, Lindsay Fischler, Candice Greenberg, Lauren Solomon, Christine Andren, Jonathan Chu
Associate Brand Manager: Kristy Lyons, Christine Motch
Director, Integrated Production: Belinda Lopez
Senior Producers: Davis Najdecki, Alice Tam
Production Coordinator: Kenzie Tankersley, Jeong Park
Global Director, Brand Strategy: Zach Pentel
Brand Strategy Manager: Nathan Doiev
Head of Marketing Strategy & Planning: Neal Gorevic
Global Consumer Marketing: Krista Scozzari, Antonia Moreland
Head of Global Media: Scott Marsden
Global Media Manager: Kathryn Griffin
Data Program Manager: Sara Kayden
Synopsis:
Spotify wraps up 2017 with their biggest campaign of the year. This year's theme, "2018 Goals," is an evolution of their buzzy, award-winning 2016 campaign, "Thanks, 2016… It's Been Weird." The global campaign will run in 18 markets and features over 70 artists, more than double that of 2016.

So Long, “Year in Review.” Hello, “Year in Preview.”

Following a year full of WTFs for many, Spotify is using its rich data to tell the stories of its users and show that they haven’t lost their optimism--or sense of humor. From the music that brought us together to the quirks that make us individuals, Spotify’s data once again provides a unique perspective about culture and major political moments.

Elements of the campaign include:
Out of Home (OOH) marketing (images here)
Life-size cutouts (or analogue social media filters) in New York, LA and Miami featuring artists like Cardi B and Bruno Mars placed in unexpected locales in early December (images here)
Media partnerships with the New York Times, Snapchat, Tinder, etc, and more.

Highlights from OOH Campaign
Below are a few highlights from the campaign. In the U.S., these will run in NYC, Los Angeles, Chicago, Dallas, Miami, Nashville, and Washington, D.C.
· 2018 Goals: Take a page from the 3,445 people who streamed the “Boozy Brunch” playlist on a Wednesday this year. (Global)

· 2018 Goals: Eat vegan brisket with the person who made a playlist called “Leftist Elitist Snowflake BBQ." (US)

· 2018 Goals: Be as savage as the person who made a 1-hour, 55-minute playlist called “Lasting Longer Than The Mooch.”

· 2018 Goals: Avoid the “medical professionals” who added these songs to operating room playlists: Stressed Out, Can’t Feel My Face, Stairway to Heaven, Say You Won’t Let Go (Global)

· 2018 Goals: Hit the dance floor with the person who made a playlist called “DADDY PENCE COME DANCE.” (US)

· 2018 Goals: Deliver burns as well as the person who streamed “Bad Liar” 86 times the day Sean Spicer resigned. (US)

· 2018 Goals: Be as loving as the person who put 48 Ed Sheeran songs on their “I Love Gingers” playlist. (Global)

Featured “2018 Goals” Artists
Spotify has enlisted over 70 artists around the world for this year’s campaign. They will be featured in various channels including OOH and social. Artists include Ed Sheeran, Sam Smith, Dua Lipa, Julia Michaels, Kendrick Lamar, Charlie Puth, Cardi B, Lil Uzi Vert, Bruno Mars and Camila Cabello.

The campaign was developed and executed fully in-house by Spotify’s brand and creative team.