Creative Works of the Week: Spotify Christmas AR and 'FluDrops'
Spotify's AI effect on Instagram
Spotify and Sony Music played to the season by enlisting marketing technology agency Byte London to create a festive augmented reality (AR) effect that transformed people into George Michael from the original album cover of Wham’s Last Christmas.
The effect celebrates Wham’s holiday legacy by giving users Michael’s classic 80s hairdo and earring, while recreating the record cover’s unforgettable design by dressing the user in a Santa hat. Naturally, Last Christmas plays while the AR effect is active.
Timed to coincide with the release of the film Last Christmas, which is inspired by the music of Michael, part of a campaign’s purpose was to get the classic Christmas pop song back to number one in the festive charts.
The effect is available on Instagram.
On the non-holiday side, the California Immunization Coalition and agency The Community created a social campaign that spreads its message much like the flu does: through the air and by proximity.
The flu is highly contagious, but according to the National Foundation for Infectious Diseases, only half of the US population is planning to get a flu shot this year.
The campaign, called 'FluDropped,' used the iPhone’s AirDrop feature and had street teams are 'fludropping' commuters on public transportation in San Francisco, in the hopes of getting as many people as possible to AirDrop random people in high-risk places. The image being passed around shows a man sneezing and saying: “If you’re close enough to get this, you’re close enough to get the flu.”
The image also asks people to pass the message along and visit FluDropped.com to find out where they can get their flu shot, learn more about the disease and download the image to help spread the message.
Both campaigns earned enough votes from The Drum’s readers to be named the Creative Works of the Week.
Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.
For The Drum's Christmas coverage, see our final roundup here.