In one of the previous parts of the How Hetero campaign, we created a test where you could analyze Spotify Playlists, in order to find out how hetero you are. All the playlists that the public tested, were savad in a database that soon reached more than 100.000 playlists, from 0 to 100% on the hetero scale. Then we thought, why not it around? We created a banner from which you could choose the “hetero level” on the music. We wanted to illustrate the fact that unwritten rules of how the society designate a “real” man or woman, can be disciminating to people with different sexuality preferences.
Digital advertisement created by Åkestam Holst, Sweden for Stockholm Pride, within the category: Recreation, Leisure.
Creative Director: Martin Cedergren
Copywriters: Kalle Åkestam, Monica Born, Joakim Labraaten
Art Directors: Yvan Archimbaud, Lars Baecklund
Account Director: Fredrik Widén
Account Manager: Bella Lagerquist
Web Producer: Ellinor Bjarnolf
Marketing Directors: Jessica W Sandberg, Claes Nyberg
Production Agency: Thomson Interactive