Spotify
Wrapped, Women in Music, Supporter Podcasts, and more…
Credits:
ECD/CD:
Jakob Swedenborg
Strategy:
Anna Lundeborg
Creative/AD:
Janna Rydberg. Felix Sarwe Grankvist
Creative/CW:
Johanna Rättzén, Claudia Cavalli
Account Director:
Lars Staffas, Margarita Testa, Gustav Kotz
Content Strategy:
Anna Eklöf Torp
How was your music experience in 2021? No matter how you listened, it was a reflection of your unique taste and the year's unique circumstances. This was the message of the Spotify Wrapped campaign - that being different is acceptable, especially in the wake of COVID-19, where the new normal can be anything you want it to be.
A message spread mainly through social and digital channels, but also, in true Wrapped tradition, through billboards and OOH.
Women in Music
It is an understatement to describe the music industry as unequal. According to the Top 50 list in 2021, only 19% of songwriters and 5% of producers were women. Additionally, female artists made up only 24% of all performers.
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Spotify has initiated “Equal” to bring about a change. However, to spread the message and bring about actual change, we decided to hack the Spotify algorithm. Many people are unaware that the Spotify platform uses gender as a tag to categorize music, for producers, songwriters, and artists. Therefore, if you listen to a lot of female musicians, the algorithm will suggest more similar music in your “Discover Weekly” playlist. By promoting female artists, we could hack the algorithm and start to bring about a balance in the music industry.
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Everything under our creative umbrella called "KvinnoAmp"*.
* A play with words in Swedish, referencing "Kvinnokamp" (the battle cry for the women's movement at the beginning of the last century) and the more current verb "amping" or amplifying one another.
The Supporter Podcasts
Football podcasts are a very popular category on the Spotify platform. And whatever club your heart belongs to – there is a podcast for you.
And as every football fan knows, your perception of a game is very much influenced by your team bias. Two people watching the same game but supporting different clubs can have very different opinions about situations on the field and entire games. This was something we highlighted in the online ads for the Supporter Podcasts with geo-specific ads airing simultaneously after big games.
Gnaget (the nickname of Stockholm's biggest club) was in perfect control.
Your team, your truth.
Find YOUR supporter-pod on Spotify
Göteborg (The second largest club in Sweden) dominated the game totally.
Your team, your truth.
Find YOUR supporter-pod on Spotify
Client: Spotify Nordics
Agency: Animal
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