Spotify, the world leader in music streaming, is a renowned and globally recognized tech company. However, in France, it has faced criticism for prioritizing algorithms over the human touch. To address this, Spotify aimed to highlight its global positioning with the slogan “Écouter, ça change tout" – Listening is everything – by showcasing the transformative power of listening in people's lives. This includes not only listening to music, but also listening to others and being aware of our surroundings.

To effectively convey this message to a diverse target audience of listeners aged 15-24 and 25-34, we crafted a universal film that resonates with both age groups. The film aims to illustrate how the power of audio can profoundly impact our interactions with the world.

In France, despite the challenges faced by the national education system in its efforts to renew itself, and the ongoing criticism of rap music, Spotify sought to highlight the unifying power of music. To do so, we aimed to transcend the stereotypes often associated with rap. We chose one of the latest songs by renowned French rap artist Soso Maness and emphasized the clever use of figures of speech in his lyrics, including antithesis, personification, and enumeration, among others. Our goal was to showcase how rap can be a rich and diverse form of artistic expression and use it to bridge the gap of understanding between generations for the betterment of both.

To continue its conquest of the French music streaming market, Spotify aimed to convey a timeless message about the power of music to bridge generational gaps. Recognizing that music can serve as a means of communication when words fall short, we chose a symbolic setting where two generations often struggle to connect: the school.

Music and lyrics are at the heart of the idea. But not for the usual reasons. The aim was to make use of a rap song that resonates with France’s new generation, featuring an "ego rap" style that contrasts with the humble nature of the teacher. However, the challenge was to incorporate various figures of speech that are officially taught in the French curriculum, while avoiding offensive language such as profanities or derogatory terms.

After talks with hip hop record labels, we chose DLB 17, one of the latest tracks by Soso Maness, a popular French artist among teenagers. This track was chosen for its abundant use of figures of speech, including antithesis, personification, enumeration, metonymy, assonance, and more. The intention was to use a rap song that is not only relatable to the younger generation but also serves as a literary showcase of rhetorical devices, without resorting to offensive

A campaign enjoyed by two generations: Over half (56%) of listeners aged 18 to 34 find the ad to have a positive image of the brand. Additionally, 39% feel intrigued to learn more about Spotify and give it a try. Moreover, 17% are even considering taking out a Spotify subscription, and 16% are motivated to share the ad with their friends and family.

Most importantly, Spotify didn't shy away from taking a stance in favor of rap music, despite receiving some negative reactions on social media, such as "Another wokist ad!" and "What a shame to show this to young people!" However, most of the feedback has been positive, with comments like "As a teacher, this ad touched me deeply," "The Ministry of Education should take inspiration from this ad," and "I'm with Deezer, but this ad makes me want to switch to Spotify."