Spotify: Love What You Love

Client: Spotify
Date: May 2018
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As Spotify doubles down on its commitment to the ‘freemium’ model and to creating a high-quality experience for all of their users, it launches this ambitious, and sometimes quite humorous, multi-faceted campaign.

The company stated that with the new Spotify free experience, ad-supported users have access to all the songs they love and the freedom to discover millions of new songs. In that spirit, the campaign invites people to “love what you love” free on Spotify.

The first part of the campaign features two commercials in which Spotify puts its spin on action and horror film trailers. The second part of the campaign, inspired by dating apps, includes digital videos that the company is calling ‘Match Instantly,’ along with out of home (OOH) marketing, featuring posters and billboards that

In time for summer Blockbuster season, Spotify created two faux film trailers for cinema, broadcast, digital TV and social that begin rolling out in 11 markets worldwide today (May 15) through June 21, including the United States, United Kingdom, Spain, Brazil, Mexico, Colombia, Thailand, Indonesia, Australia, Canada and New Zealand.

For ‘Love What You Love,’ the in-house creative team has fashioned a variety of billboards that will be showcased in eight global markets, highlighting personalized and curated playlists, featuring artists such as Demi Lovato, Luke Bryan and Montell Jordan and the user experience.

With its ‘Match Instantly’ videos Spotify encourages discovery and love for music, celebrating how powerful it can be to find – or rediscover – the perfect song. In a series of romantic vignettes, Spotify elevates everyday music discovery moments into love scenes. There will be three Match Instantly videos in total that will run across digital and social channels in United States, United Kingdom, Spain, Mexico, Colombia, Thailand, Indonesia, Australia, Canada and New Zealand. They include “Meadow” featuring Sza’s song “Drew Barrymore” and “Car” featuring “Kiss Me” by Sixpence None The Richer.

Credits

LOVE WHAT YOU LOVE - INTEGRATED

Chief Marketing Officer: Seth Farbman

VP, Brand and Creative: Jackie Jantos

Global Executive Creative Director: Alex Bodman

Global Brand Design Director: Rasmus Wangelin

Creative Director: Dan Brill, Rajeev Basu

Associate Creative Director: Alexandra Sobiecki

Senior Art Director: Tal Midyan, Ellen Pai

Art Director: Rainy Fu, Josephine Tansara, Steven Conaway

Copywriter: Chris Monk, James Aviaz

Director of Integrated Production: Belinda Lopez

Senior Producer: Laura Ferguson, Davis Najdecki

Producer: Jenna Allchin, Kenzie Tankersley, Gabby Kreutter, Jeong Park

Senior Global Brand Director: Alexandra Tanguay

Global Brand Director: Christian Navarro

Senior Global Brand Manager: Lauren Solomon, Candice Greenberg

Global Brand Manager: Payman Kassaie, Jonathan Chu

Associate Brand Manager: Christine Motch

Business Affairs: Lauren King

Brand Strategy Director: Zach Pentel

Brand Strategist: Nathan Doiev

Global Head of Consumer Marketing: June Sauvaget

Head of Marketing Strategy & Planning: Neal Gorevic

Director, Global Marketing Strategy & Planning: Emmanuel Orssaud

Global Consumer Marketing: Hugo Norqvist, Antonieta Moreland

Head of Global Media: Scott Marsden

Global Media Manager: Kathryn Griffin

Media Specialist: Sarah Schlein

MEDIA AGENCY

UM Worldwide

LOVE WHAT YOU LOVE - TRAILERS

Chief Marketing Officer: Seth Farbman

VP, Brand and Creative: Jackie Jantos

Global Executive Creative Director: Alex Bodman

Global Brand Design Director: Rasmus Wangelin

Creative Director: Rajeev Basu

Associate Creative Director: Alexandra Sobiecki

Senior Art Director: Ellen Pai

Director of Integrated Production: Belinda Lopez

Senior Broadcast Producer: Laura Ferguson

Senior Global Brand Director: Alexandra Tanguay

Global Brand Director: Christian Navarro

Senior Global Brand Manager: Lauren Solomon

Business Affairs: Lauren King

Brand Strategy Director: Zach Pentel

Brand Strategist: Nathan Doiev

Global Head of Consumer Marketing: June Sauvaget

Head of Marketing Strategy & Planning: Neal Gorevic

Director, Global Marketing Strategy & Planning: Emmanuel Orssaud

Global Consumer Marketing: Hugo Norqvist, Antonieta Moreland

Head of Global Media: Scott Marsden

Global Media Manager: Kathryn Griffin

Media Specialist: Sarah Schlein

MEDIA AGENCY

UM Worldwide

PRODUCTION PARTNERS

Production Company: MJZ

Director: Steve Ayson

President: David Zander

Executive Producer: Emma Wilcockson

Line Producer: Mark Hall

Director of Photography: Dariusz Wolski

Production Designer: Nicolas Scabini

Service Production: Kinema Films

General Director (Kinema): Jose Ludlow

Line Producer (Kinema): Dalia Sierra

Editorial: MackCut

Editor: Gavin Cutler (Chase) + Ryan Steele (Horror)

Assistant Editor: Pamela Petruski + Devon Flint

Head of Production: Gina Pagano

Sound Design + Mix: Sam Shaffer

VFX: MPC

EXECUTIVE PRODUCER: Matthew Loranger

CREATIVE DIRECTOR: Alvin Cruz

PRODUCER: Krystle Timm, Chris Preston Barnes

SHOOT SUPERVISOR: Helena Packer

2D LEAD: Tamir Sapir

2D TEAM: Melissa Graff, Aaron Baker, Renato Carone, Anand Sagar, Jahnvi

Mistry, Pratyush Paruchuri, Akshay Agrawal, M D Karthikeyan, Narendra Kumar

COLOR: MPC

COLORIST: Mark Gethin

COLOR ASSISTANT: Tanner Hladek, Dimitri Rajapakse

EXEC PRODUCER, COLOR: Meghan Lang

PRODUCER, COLOR: Rebecca Boorsma

LOVE WHAT YOU LOVE - MATCH INSTANTLY

Chief Marketing Officer: Seth Farbman

VP, Brand and Creative: Jackie Jantos

Global Executive Creative Director: Alex Bodman

Creative Director: Dan Brill

Senior Art Director: Tal Midyan

Director of Integrated Production: Belinda Lopez

Producer: Jenna Allchin

Post Producer: Gabby Kreutter

Senior Global Brand Director: Alexandra Tanguay

Global Brand Director: Christian Navarro

Senior Global Brand Manager: Lauren Solomon

Global Brand Manager: Payman Kassaie

Business Affairs: Lauren King

Brand Strategy Director: Zach Pentel

Brand Strategist: Nathan Doiev

Global Head of Consumer Marketing: June Sauvaget

Head of Marketing Strategy & Planning: Neal Gorevic

Director, Global Marketing Strategy & Planning: Emmanuel Orssaud

Global Consumer Marketing: Hugo Norqvist, Antonieta Moreland

Head of Global Media: Scott Marsden

Global Media Manager: Kathryn Griffin

Media Specialist: Sarah Schlein

MEDIA AGENCY

UM Worldwide

PRODUCTION PARTNERS

Production Company: Here Be Dragons

President: Patrick Milling-Smith

Director: Similar But Different

Executive Producer: Kamila Prokop

Executive Producer: Dave Richards

Head of Production: Mamta Trivedi

Producer: Dave Bernstein

Director of Photography: Christian Sprenger

Editorial: Cosmo Street

Editor: Mark Potter

Assistant Editor: Alex Morales

Head of Production: Luiza Naritomi

Color: Color Collective

Colorist: Alex Bickel

VFX: MPC

Executive Producer: Matthew Loranger

Producer: Krystle Timm

2D Team: Dirk Riesenfeld, Ting-Jung Hsu, Ari Baker

LOVE WHAT YOU LOVE - OOH

Chief Marketing Officer: Seth Farbman

VP, Brand and Creative: Jackie Jantos

Global Executive Creative Director: Alex Bodman

Global Brand Design Director: Rasmus Wangelin

Creative Director: Dan Brill

Senior Art Director: Tal Midyan, Ellen Pai

Art Director: Rainy Fu, Josephine Tansara

Director of Integrated Production: Belinda Lopez

Senior Producer: Davis Najdecki

Producer: Kenzie Tankersley

Senior Global Brand Director: Alexandra Tanguay

Global Brand Director: Christian Navarro

Senior Global Brand Manager: Lauren Solomon

Global Brand Manager: Payman Kassaie

Brand Strategy Director: Zach Pentel

Brand Strategist: Nathan Doiev

Global Head of Consumer Marketing: June Sauvaget

Head of Marketing Strategy & Planning: Neal Gorevic

Director, Global Marketing Strategy & Planning: Emmanuel Orssaud

Global Consumer Marketing: Hugo Norqvist, Antonieta Moreland

Head of Global Media: Scott Marsden

Global Media Manager: Kathryn Griffin

Media Specialist: Sarah Schlein

PRODUCTION PARTNERS - Resize Guys

Resize Guys: Michael Brady

Word One New York: Arielle Guy

MEDIA AGENCY

UM Worldwide