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In an effort to cut through today’s imperfect digital application process, and more specifically the 350,000+ submissions that Spotify receives annually, I created the “Love Letters to Spotify” campaign. Incorporating references to some of their recent brand campaigns and ensuring that I was simultaneously delivering value to Spotify, I chose to feature lyrics from songs discovered on their curated playlists and turn them into OOH love letters. Over the course of one week I posted the creative in the surrounding areas of their New York offices and on an Instagram account created for this campaign, ensuring the guerrilla media had a digital compliment offering more context about my intention.
While I never heard directly from Spotify, the campaign didn’t go unnoticed, initially being featured on Moneyish and then being picked up by The New York Post.
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To add another layer of visual and conceptual depth to the campaign there was a secondary message hidden behind the featured lyrics which was revealed in full once the final post had been pushed live. By rotating a smart phone 180 degrees when viewing the Instagram profile the subtle letters spelled out, “I WANT U 2 WANT ME”, which is an abbreviated presentation of the famous Cheap Trick lyrics, a bit of a cheap, or playful, trick, and also my final message to Spotify.
The graphic nature of the large, semi-transparent serif typography used in the background provided some needed texture to the designs while also offering a clue that there was more to this campaign. The non-repeating gradient made for bright creative that would help the posters pop on city streets and simultaneously indicate that the designs were never repeating, but instead new every day.
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While it was important that I remain anonymous through the campaign, primarily for legal reasons, I wanted to share a piece of information about myself in the final piece of creative(above and left). This would be the only one that didn’t feature song lyrics, instead using the title of a Stevie Wonder song as my sign off – “Signed, sealed, delivered, I’m yours.”
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