Only You by Spotify
Spotify is placing you center stage of a tailored brand campaign to show that it’s not just what you listen to, but how you listen that matters.
Demonstrating that each of its 356 million listeners is unique, Spotify is using its global ‘Only You’ messaging to show that with over 70m songs and 2.6m podcasts to choose from, your listening habits are as distinctive as your fingerprints.
Spotify’s data-driven creative comes complete with an in-app experience, personalized playlists and supporting marketing in 22 markets across TV, social, digital and out-of-home.
Kicking off proceedings with a beach-bound hero film, the Spotify campaign zeroes in on the unique personality traits, quirks and expressions found within the Spotify community by giving life to one hypothetical listener with a penchant for SZA, Lil Nas X and Harry Styles.
Building buzz in anticipation of Spotify’s end of year Wrapped initiative, which hands listeners a personalized record of their listening habits as well as customary lists of what topped the charts as a whole, the current campaign focuses more on the state of mind, behaviors and settings that contribute toward making each person’s listening experience unique.
What’s more, ‘Only You’ is built as a shareable experience, ensuring that your audio journey need not stay locked inside your head but can inspire others to venture beyond the safety of their playlists.
Masterminded by Alex Bodman, Spotify’s global executive creative director, the campaign dovetails with an in-app experience that furnishes users with a welter of personalized listening data, from your unique ’audio pairings’ of unrelated artists, to your song year defined by how far back in time you listen, to the time of day you are most likely to reach for your earbuds.
By providing a custom breakdown of individual listening habits, Spotify aims not to speak to the masses but address the individual by focusing on what sets each of us apart.
Neal Gorevic, global head of consumer marketing at Spotify, said: “‘Only You’ celebrates the uniqueness of each listener through fun stories that highlight the diverse tastes and interests across our global community. Whether you start your day with an episode of ‘Crime Junkie’ or spend your afternoon blasting ‘Rap Caviar’ while replying to emails, how we listen is a reflection of our personalities and who we are. No matter how you listen, you have a home on Spotify.”
Spotify is also celebrating creators through some highly idiosyncratic stats such as the fact that 43% of Harry Styles fans listen to ‘Watermelon Sugar’ in the evening, and an observation that Doja Cat fans listened to over 4m hours of whale song between them.
VP, Global Executive Creative Director: Alex Bodman
VP, Global Brand: Alexandra Tanguay
Group Creative Director: Dan Brill
Creative Team: Astrid Andujar, Andrew Lindsay, Colette McIntyre, Carolina Perez Siam, Edward Yeung, Noel Yeo, Gabrielle Westfield
Global Head of Brand Design: Rasmus Wangelin
Design Director: Ellen Pai
Designer: Shivani Parasnis
Head of Global Brand: Lauren Solomon
Brand Lead: Payman Kassie
Brand Management: Prapti Pandey, Claire Ulak, Kathy Cho
Senior Producer: Saul Metnick
Business Affairs: Lauren King
Brand Strategy: Nathan Doeiv, Chris Lubin
Global Head of Consumer Marketing: Neal Gorevic
Global Marketing Strategy & Planning: Matthew Luhks, Hugo Norqvist, Krista Scozzari, Dayna Tran
Global Media: Shannen Boynton, Sarah Schlein
Program Manager: Lisa Young
Product: Thomas Gayno, Anshu Das, Udaya Pillalamarri, Yoki Yen Lam, Cait Charniga, Felix Bouleau, Ashley Casey
Data & Insights: Emily Chu, Mike Nestel, Ward Ronan, Ali Fradin
Data Science: Justin Bauman, Arjun Narayen, Olalekan Abou Bakar, Jen Lamere
Localization: Melia Wagner
Legal Council: Sarah Henderson, Adam Weissbach, Claudia Stauss
Licensing: Kelly Basdavanos
PR & Communications: Cj Stanley, Ashley Schlag, Kari Maharaj
Artist and Label Marketing: Marian Dicus, Rosa Asciolla, Andy Vincent, Taryn Lacroix, Jana Coffey, Bella Jackson
Studios Marketing: Teal Kratky
Production - Division7
Director - Similar But Different
Audio Post - Sonic Union
Animation - Hornet
Editorial - Rock Paper Scissors
Visual Effects and Finishing - Jane Studios
Color / Telecine - Primary
Music - One Thousand Birds