Spotify
OVERVIEW
Most of us stop discovering new music in our mid-twenties. We just keep replaying the songs that made us. Spotify wanted to win back the 35-plus crowd who'd drifted to YouTube and assumed the platform wasn't for them. So we reminded them of the tracks that defined their youth, with punchy, copy-led posters built on home truths about how their lives had changed. It struck a nerve. The work ran across out-of-home, social and video, and got enough attention that people started writing their own.
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