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Spotify: Suffering
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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. The films' visuals vary and flirt with experimental and maximalist executions. "The starting point for the campaign's design was an extensive survey of visual artists from around the world to have language diversity. We searched from 2D artists to more experimental ones who speak to GenZ's maximalism and irony. There were four months between the creative process, animation, and finalization", comments Fabiana Falcao, Soko's design and creative leader. The four 15-second films are to broadcast on TV and digital, and the campaign also features OOH advertising.
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