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.

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 that 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 the Spotify users’ behaviours in a chaotic and surreal way. Through four 15-second animated films designed in partnership with Gen Z creative minds worldwide, 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, all of it was crafted in different visual styles and techniques such as 3D, 2D and stop-motion.

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.

Since the creative path was approved, we immediately briefed the artists giving them a context of the project as a whole We then polished the materials for over six months, valuing the creative and visual power and unity between them.

The work ran for 3 months, from July to September 2022, on national TV, Spotify's Instagram and TikTok and OOHs around LATAM.

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 genre 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.