Viet Spirits Through Music

Vietnam’s 80th Independence Day marks eight decades of national pride and cultural heritage. The occasion has been celebrated through parades, ceremonies, and public gatherings, bringing generations together under a shared sense of identity and history.

But in recent years, patriotism has taken on new forms for Vietnam’s young generation. It no longer lives only in physical spaces; it now pulses through social media feeds, music playlists, and shared digital moments - blending the pride of the past with the energy of the present. This shift opened a unique challenge for Spotify. Known for its My Spotify platform that gives every listener a personalized music identity, the brand faced Vietnam’s most collective occasion of the year. How could Spotify keep its strength in personalization while embracing a moment built on unity?

Happiness Saigon agency created "Viet Spirits Through Music", a campaign that transformed Independence Day into a cultural stage on Spotify - where personal playlists and national pride come together to form one shared soundscape, celebrating the individuality of listeners while amplifying the collective spirit of the nation.

The campaign launched with an in-app experience that transformed each listener’s music habits and a quick music personality test into one of eight unique Vietnamese Spirit identities - each tied to a legendary folklore character every Vietnamese knows.

Each user received a personalized playlist and shareable assets for their spirit identity, turning individual listening habits into part of a nationwide cultural celebration.

The campaign then introduced those Viet spirits derived from Vietnam music history through 8 contextual outdoor stunts with 8 large-scale OOH stunts across Ho Chi Minh City. Each spirit is brought to life with iconic Vietnamese artists who share the same Spirit identity, turning their music into a symbol of that spirit’s essence.

To make the experience even more engaging, small cultural gifts are prepared for those who visit the stunts and share their own “Viet Spirits” moments online. Visitors can receive symbolic items like incense sticks - a gesture of remembrance and tradition, or a bandana scarf - a youthful token of identity and pride.