Summer in Brazil is chaotic, with storms, crowded commutes, and scorching heat raising stress levels. During this time, Spotify faces a challenge as Gen Z tunes out from the app during their summer vacations. Our campaign, “Spotify. Save my summer,” aims to counter this trend by using music and design to bring relief and joy amidst the chaos.
Summer in Brazil is chaotic, with storms, crowded commutes, and scorching heat raising stress levels. During this time, Spotify faces a challenge as Gen Z tunes out from the app during their summer vacations. Our campaign, “Spotify. Save my summer,” aims to counter this trend by using music and design to bring relief and joy amidst the chaos.
To illustrate this concept, we chose a playful and iconic summer symbol: floats! They aren't just fun; they’re also your summer saviors. That's why we’ve created an entire "floativerse" for the brand, featuring characters and summer essentials inspired by our target audience's fashion trends and vibes. Whatever is hot this season? We got it.
To illustrate this concept, we chose a playful and iconic summer symbol: floats! They aren't just fun; they’re also your summer saviors. That's why we’ve created an entire "floativerse" for the brand, featuring characters and summer essentials inspired by our target audience's fashion trends and vibes. Whatever is hot this season? We got it.
In ads, our floaty friends start off looking deflated, but as soon as music hits, they're pumped up and ready to party.
Along with our float-like characters and elements, titles were crafted for each touchpoint, paired with playlists specially curated for every moment.
Rain or shine, Spotify has a playlist for you.
Title: Hot night out? Playlist: Summer Love
Title: No pool party ahead? Playlist: Thong bikini
Title: That trip flopped? Playlist: Luau Jah
On social media, we amplified the concept by inviting artists to share their summer mishaps and assist fans with seasonal dilemmas. We also hit the streets to discover which playlist defined people's summer.
Additionally, we launched a TikTok filter for users to choose and share what keeps their summer alive. On this platform alone, the hashtag #spotifysalvaomeuverao (save my summer) racked up 106.8 million views.
The result? Well, take a look at our case study videoclip!
CCO/CEO: Felipe Simi
CDO: Diego Limberti
ECD: Rafael Alves
Creative Directors: André Savastano, Talita Cardozo
Copywriting: Arthur Zambone, Bruna Lemes, Marcus Roig, Matheus Rocha, Thiago Carvalho
Art Direction: Michael Arafat, Yannick Falisse
Content Leader: Fernanda Gimenes
Content: Lucas Simpólio, Gabriela Etchart, Leonardo Araújo, Giovanna Mozelli, Rosa Luz, Vitória Cruz
Head de Broadcasting: Fabiane Abel
Broadcast Leader: Kiki Ferreira
Broadcasters: Priscilla Sampaio, Liz Vieira
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