Evolving Ads

Spotify’s Daylist was built to be more than just a playlist – it’s a living, breathing reflection of your day, changing its vibe and energy as your mood and moments shifted. The only problem? No one knew it existed. Simply announcing the feature wouldn’t cut it. Daylist had to be experienced to be understood, and that’s where we flipped the script on traditional advertising. Introducing Evolving Ads - a campaign that didn’t just promote Daylist – it embodied it. We created ads that evolved, just like Daylist. From sunrise to sundown, the media adapted to your moment, changing its tone, message, and visuals depending on the time of day – just as the playlist would. Using time-sensitive, dynamic messaging across audio, OOH, and social, we brought the Daylist experience to life wherever users were — whether they were commuting, working, unwinding, or partying. Every touchpoint served as a real-time demonstration of the feature itself: adaptive, intuitive, and perfectly in tune with the listener’s life.