and Brothers and Sisters
announce the launch of the ‘Mood of the Nation’ above the line campaign, which will launch in train stations across Britain from 8th October.
The campaign will reveal the real-time music-listening habits of music fans in major cities across Britain, which will be broadcast in 15 of the largest stations in Britain for 2 weeks from next week. The Mood of the Nation project was devised by Brothers and Sisters’ Creative Director Andy Fowler for JCDecaux, and designed with Spotify in mind.
By collating and reporting the music listening habits of Spotify's millions of listeners broken down by region, the most popular tracks, artists and albums being listened to will become the emotional barometer of Britain. Cities including London, Manchester, Birmingham, Liverpool, Glasgow and Leeds will be analysed for their music listening habits over a two week period . The results will be showcased on JCDecaux's large-format Transvision screens, which now have the capacity to deliver real-time data to relevant locations, in fifteen key train stations across the UK. The exciting world-first experiment in gauging the real-time mood of different cities through the music they listen to is expected to emotionally react to days of the week, local events and national news, and will run for two weeks (w/c 8th of October and w/c 15th October.)
"Nothing says more about the way people feel than the music they listen to. We are thrilled to have Mood of the Nation come to fruition. Leveraging the latest technology, Spotify is the only company that can study the real-time music-streaming trends of Britain, and JCDecaux is perfectly placed to use their live screens to report the findings instantly, together bringing to life a snapshot of Britain's mood as reflected by their chosen soundtrack.," said Andy Fowler, Founder and Creative Director, Brothers and Sisters.
Nikki Lambert, Spotify’s Marketing Director for Europe, added: “The Mood of the Nation’ will reveal the listening habits of a nation on Spotify, reflecting the national mood and regional variations in listening habits. We are really excited to see what the data will show, and bringing the campaign alive in cities all over Britain.”
Stacey Knight, Director of Digital at JCDecaux said: “The Mood of the Nation campaign combines the creative tour de force that is Brothers and Sisters, unique data and music from Spotify and all showcased locally in real time, dynamically across our screens.”