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Spotify Launches First Ever Campaign



Droga5 tasked with introducing product to mass audience in America

Spotify Launches First Ever Campaign


Today, Spotify is launching “For Music,” its first-ever advertising campaign, to introduce Spotify to a mass audience in America. This integrated, multiplatform campaign developed by Droga5 New York includes TV, digital and social and marks a new, emotionally powerful approach to advertising in this space.
Spotify launched in 2008 and quickly became the go-to music streaming service for early adopters in music and tech around the world. Now, with over 24 million active users globally and 6 million paying subscribers, Spotify’s poised to break into the mainstream and show the world what it’s been missing.
The hero “For Music” TV spot (:90 / :60 / :30), which debuts tonight on the premiere of NBC’s “The Voice,” shows the journey of one individual being carried on a sea of people, all moving together as one. This spot speaks to the way music can set you free and unite us all.
The campaign extends through a series of :30 / :15 TV spots and digital and social executions that depict specific moments where music changes everything: a chance meeting, a moment of nostalgia, an impromptu party. Each component illustrates the power of music—to motive us, transport us in time and place and allow us to lose our inhibitions—all while demonstrating a real use case for Spotify.
Client: Spotify
VP Global Marketing: Erin Clift
Agency: Droga5
Creative Chairman: David Droga
GCD: Neil Heymann
CD: Graham Douglas
Lead Copy: Spencer Lavallee
Creative: Kenny Kim
Head of Integrated Production: Sally-Ann Dale
Brand Strategist: Matthew Gardner
Head of Broadcast Production: Ben Davies
Head of Digital Strategy: Chet Gulland
Senior Digital Strategist: Dan Neumann
Exec. Interactive Producer: Lindsey Slaby
Digital Producer: Justin Durazzo
Prod. Co.: Park Pictures
Director: Seb Edwards
DOP: Hoyte van Hoytema
Exec. Producer: Jackie Kelman
EP: Justin Pollock
Producer: Caroline Kousidonis
Editor: Trim Editing
Post: The Mill
Music: Tonic Music
Sound: Wave Studios
Sound: Sonic Union
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Park Pictures US, Thu, 28 Mar 2013 15:42:45 GMT