Spotify has just presented its most recent campaign in Latin America, launching this week in Brazil. The initiative was developed mainly from the brand's relationship with GenZ and by observing their behavior on the platform, such as playlist creation and listening habits, to improve the reality around them.
GlobalWebIndex's behavioral research with GenZ in 2021 identified the world's adverse circumstances that are aggravated by avalanches of posts and notifications. "Social media can induce distress, dependence, and irritability in those who consume a lot of content from different applications. The Spotify research then revealed the platform's use as a refuge where people create their own universes", adds Renata Lodi, Spotify's Head of Marketing in Latin America.
The campaign, created by Soko, depicts a safe and enjoyable space shaped by users' passions. Featuring four animated films and posters that will be present in the target audience's journey, the campaign includes a partnership with some of GenZ's most promising visual artists from different parts of the world, like the Argentinean Juan Lage, the London-based illustrator duo Fa-Fon, plus Vince Ibay and Alexandre Louvenaz.
Each film features a different situation belonging to the target audience's reality - such as college entrance exams, love, and family relationships - and is rocked by GenZ-familiar rhythms in Brazil, such as carioca funk, trap, and k-pop. For example, in the vignette created with Alexandre Louvenaz, a group dances carioca funk inside a computer game. At the same time, a "villain" tries to get in their way. The scene features the title "Life trying to bring me down as I dodge it dancing," followed by the brand's signature. About his creation, Louveza says: "In this video I wanted to represent the strength of carioca funk. Who with moving bodies, music and creativity opposes the conservative elites. Embodied in the businessman skyscraper robot. A group of friends with their own identities come together in the dance to face a colossus".
This professional campaign titled 'Meu Spotify' was published in Brazil in July, 2022. It was created for the brand: Spotify, by ad agency: SOKO. This Integrated medium campaign is related to the Electronics, Technology industry and contains 4 media assets. It was submitted 2 months ago.
CEO/CCO: Felipe Simi
Executive Creative Director: Rafael Caldeira
CGO: Felipe Belinky
Head of Creative Strategy: Munique Lima
Strategy: Julia Salha
Design and Creative Leader: Fabiana Falcão
Creative Director: Luiz Mastropietro
Art Director: Gabriel Grossi
Editor: João Barabás, Raphael Fiuza
Head of Operations: Mariana Balestra
Operations: Amanda Corrêa, Christiny Anastassiadis
Strategy Leader: Juliana Cimeno
Media Head: Guilherme Horácio
Media Director: Vinicius Irie
Media Manager: Luana Lima
Media Supervisor: Marília Machado
Media Coordinator: Matheus Machado, Natália Correa
Media Analyst: Samir de Jesus
Supervisor BI: Gabriel Rocha
Assistants BI: Patrícia Souza, Thomas Gotsis
Content Leader: Caio Milanesi
Content Manager: Andrey Dutra
Content Supervisor: Isabela Talamini
Head of Operations and Production: Larissa Kubo
Project Leader: Leo Borelle
Project Manager: Sofia Angeli
Project Analyst: Evelyn Mattos
Executive Producer: Francisco Soll
Director: Lucas Neves
Editor: Maurício Kessler
Producer: Paloma Audio
Musical Producer: Gabriel Andrade, Rafael Chaves
Head of Marketing LatAm: Renata Lodi
Marketing Lead Brasil: Manuela Ramalho
Marketing Manager: Ellen Rocha