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Only You by Spotify

Agency: Spotify
Date: Jun 2021
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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.

Credits

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

MEDIA AGENCY

UM Worldwide

PRODUCTION PARTNERS

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

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