Spotify: 2018 Goals

Client: Spotify
Date: Nov 2017
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Spotify is wrapping up 2017 with its biggest marketing campaign of the year featuring some humorous new year’s resolutions featuring its top artists.

The 2017 theme, ‘2018 Goals’ builds on the approach of Spotify’s campaign of last year, ‘Thanks, 2016… It's Been Weird.’ The global ‘2018 Goals’ campaign will run in 18 markets and feature over 70 artists.

The streaming music company is using rich data to tell the stories of its users and show that it is optimistic for the next year.

Elements of the campaign include out of home (OOH) marketing and digital, featuring artists including Ed Sheeran, Sam Smith, Bruno Mars and Niall Horan, placed in unexpected locales in early December.

Spotify has enlisted over 70 artists around the world for this year’s campaign and 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.

Credits

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

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