To promote Spotify’s fifth annual Year in Music, we took a hyper local approach to their first ever out-of-home campaign with ads that provided insight into individual neighborhoods’ listening habits.
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. Leaning on data collected from the application’s 100 million users, Colossal turned ten larger-than-life murals across New York and Los Angeles into hyper-local shout outs to the artists that trended highest in those neighborhoods.
The hand-painting process was a spectacle in itself, and our team fully documented the entire production of the campaign. The resulting photos and videos were shared by the press and acted as content for Spotify’s owned social channels. The head-turning ads were soon picked up in the media, receiving coverage from Adweek, The Wall Street Journal, Marie Claire, NY1, Elite Daily, Bushwick Daily, and Creativity Online.
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. From popular artists to top trending tracks, the wallscapes revealed a fun and unique perspective of each neighborhood through a music lover’s lens.
