Spotify 2015
Year in Music

Client SPOTIFY

Agency 360I

Credits STINK DIGITAL

Market LOS ANGELES NEW YORK

Walls 10

To promote Spotify’s fifth annual Year in Music, 360i approached Colossal looking for creative concepts that would engage local audiences for their first ever out-of-home campaign. The objective was to reach viewers in a way that matched the personalized user experience associated with the Year in Music platform, a website where users can view custom insights about their listening habits over the past year, including top songs, artists and genres.

 

After churning through several ideas, one concept stood out from the rest: an out-of-home campaign centered around neighborhood-specific listening, with each wall providing insight into a particular area’s listening habits. Leaning on data collected from the applications 100 million users, Colossal turned ten larger-than-life hand painted wallscapes across New York and Los Angeles into hyper-local shout outs to the artists that trended highest in those neighborhoods.

True Beliebers

Some of the data points came as a surprise. In Williamsburg, hip, indie-loving locals were shocked to learn that Bieber’s hit received the most plays in their zip code. In Gowanus, residents were tucked into bed with numerous Deep Sleep playlists.

True Beliebers

Some of the data points came as a surprise. In Williamsburg, hip, indie-loving locals were shocked to learn that Bieber’s hit received the most plays in their zip code. In Gowanus, residents were tucked into bed with numerous Deep Sleep playlists.

The Year in Music campaign revealed surprising insights

True Beliebers

Some of the data points came as a surprise. In Williamsburg, hip, indie-loving locals were shocked to learn that Bieber’s hit received the most plays in their zip code. In Gowanus, residents were tucked into bed with numerous Deep Sleep playlists.

Outdoor advertising mural in Bushwick
Year in Music campaign billboard in New York City

From popular artists to top trending tracks, the wallscapes revealed a fun and unique perspective of each neighborhood through a music lover’s lens in Spotify’s biggest outdoor marketing campaign to date.

By conversing with listeners on their home turf and showcasing local insights, Spotify was able to start a conversation about their platform and drive people to their custom Year in Music experience online.

BONUS
CONTENT

Colossal’s team of photographers and videographers fully documented the production process of the campaign. The resulting photos and videos were shared by the press and social media, with a single video post receiving thousands of likes on Spotify’s Instagram account.

PRESS

The head-turning ads were soon picked up in the media, receiving coverage from Adweek and The Wall Street Journal, among others. The groundbreaking OOH campaign went on to win an Obie Award from the Outdoor Advertising Association of America.