Our ambition was for Gen Z to fall in love with Spotify. And our mission was to elevate Gen Z and Spotify's relationship from transactional and cold to one based on emotional connection.

The project scale and volume were around Brazil (and then LATAM) to create more and different touch points with Gen-Zers, on National TV, Spotify's Instagram and TikTok, and OOH's.

We noted that Spotify was a powerful tool to enhance Gen Z's lives amidst all the chaos that they experience in the world. User behaviour in the app revealed that it is their safe space, and we’ve embraced it: "My Spotify" is the best platform to free me from the overwhelming reality. So, we've crafted an animated campaign highlighting typical Gen Z scenarios, such as love or college entrance exams, and visualising familiar Gen Z genres in Brazil, such as carioca funk, trap, and k-pop, always showing how Spotify is helping them to create their own realities.

The "My Spotify. So playful" campaign celebrates Spotify users’ behaviours in a chaotic and surreal way. Through four 15-second animated films, designed in partnership with Gen Z creative minds, we brought the deliciousness and weirdness of crafting your own world within your Spotify. Besides films, we spread our message in OOH ads around LATAM and built an in-app experience for heavy users.

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 Gen Z's maximalism and irony.

We used various techniques such as photogrammetry, motion capture for a person’s actual movements, stop motion, 2D coloured brushes, 3D shapes, and programs like Photoshop, Blender, and Rokoko, among others.

The campaign was able to grow brand love among Gen Z. There was an increase of 3p.p. on the exposed group and 8p.p. from "I Like It" to "I Love It".

“My Spotify. So playful.” struck a chord with Gen Z, as it allowed them to experience this concept both through videos created by international artists that inspire younger generations and through their own in-app data.

The campaign reached 27M individual Gen Z users, showing how effective media was and how it helped in the great results of the brand study.

"My Spotify. So playful." hacked the highest audience TV show with 3 consecutive 15-second vignettes. The campaign reached out 20,575,000 people at a frequency of 5.

30% of all São Paulo Gen-Zers were reached in this period with impacts both in TV and digital with the Twitter Amplify strategy.

Youngsters in Brazil have one thing in common: they don't take themselves seriously, which means joking about themselves or the sad situations they live in. Therefore, the campaign highlighted these Gen Z Brazilian behaviours, making Spotify as the best place to be during such chaotic times.

The visuals were crafted based on typical Brazilian scenarios such as São Paulo's city subway, street views and buildings, Brazilian funk’s dressing style and dance, typical k-pop teenager bedroom and video and audio easter eggs like the crying sound in auto-tune, celebrating the meme culture from Brazil.