Outdoor > Culture & Context
GEOMETRY OGILVY JAPAN, Tokyo / SPOTIFY JAPAN / 2023
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"Sound Tour" draws deeply upon many Japanese cultural traditions.
Code designs came from centuries-long techniques and cherished cultural craft. The music composed for these locations, though modern, deeply embraces the rich, local musical traditions as well.
While Spotify Codes have already existed as a way of triggering music, this campaign brings the Codes to a unique outdoor settings, triggering music specifically composed to be heard while at that location.
In addition, the Codes were crafted from local, native elements and materials so they would be in sync with the local environment and atmosphere.
The music triggered with these Codes comes from Japanese musical instrumentation and tradition but was given a strong modern twist to gather attention and bring in a younger Spotify audience.
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