Spotify: Stay Scary

Client: Spotify
Date: Oct 2019
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This Halloween, Spotify is celebrating what it means to be a “scary” artist - someone who is daring, thrilling and entertaining, both pushing norms and challenging the status quo. In its first Halloween campaign, Spotify is honoring these artists with a multi-faceted marketing campaign, 'Stay Scary,' featuring short films, OOH and an immersive pop-up experience for superfans in New York City.

Music fans were invited to check out - and take home - costumes inspired by artists like Billie Eilish, Freddie Mercury, Lil Nas X and Madonna at a thrilling immersive pop-up in New York’s Soho neighborhood. Costume accessories include an Eilish crown adorned with spiders similar to the one featured in the singer’s “you should see me in a crown” music video and a replica of the live python Britney Spears famously draped around her shoulders during her 2001 MTV VMA’s performance of I’m a Slave 4 U. Also available is Trippie Redd’s iconic fang grillz and the Lil Nas X rhinestone-accented jacket patch you see in his Old Town Road music video.

Spotify created a series of short films featuring Janet Jackson, Freddie Mercury and Johnny Cash.

New York City dwellers and tourists will see 'Stay Scary' as they commute beginning this week through November 1. They feature an array of artists who represent the essence of the campaign.

Credits

VP, Global Executive Creative Director: Alex Bodman

Creative Director: Rajeev Basu

Associate Creative Director: Jon Barco, Kat Kvas, Tal Midyan

Global Brand Design Director: Rasmus Wangelin

Sr. Art Director: Andreas Lindahl

Designer: Chloe Lee

VP, Global Brand: Alexandra Tanguay

Head of Global Brand Team: Lauren Solomon

Brand Lead, Markets: Payman Kassaie

Brand Manager: Christine Motch

Director of Integrated Production: Belinda Lopez

Senior Producer: Jen Vitale, Jenna Allchin

Producer: Kenzie Tankersley

Business Affairs: Lauren King

Senior Legal Counsel: Sarah Henderson

Legal Council: Ali Zeren

Senior Paralegal: Claudia Stauss

Director, PR & Communications: Cj Stanley

Consumer Communications Manager: Shanon Cook

Social Impact Lead: Lauren Wurgaft

Senior Manager, Social Impact: Casey Acierno

VP, Global Head of Artist & Label Marketing: Marian Dicus

Head of North America, Artist & Label Marketing: Rosa Asciolla

Coordinator, Artist & Label Marketing: Jessie Land, Bella Jackson

Editor, Cultural Curator: Samuel Malave

Associate Manager, US Marketing: Dayna Tran

Artist Media Manager: Kaitlin Longworth

Social Community Manager: Christopher Hill

Global User Communications Social Media: Greg Edwards

Content Experiences Lead: Paul Logan

MEDIA AGENCY

UM Worldwide

PRODUCTION PARTNERS

Invisible North

Six Degrees

And/Or

You Too Can Woo

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