ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Advertising / Direct
Annual ID
ADC101_INH025M
About the Work
Every year, we face the challenge of giving users a look back at their listening in new and exciting ways. But we knew we needed to tell a visually engaging and culturally relevant story that went beyond listing data points. To pull this off, we tapped into the growing trend of new age spirituality and asked: "What if your listening had an Aura?". To connect the mystical with the mathematical, we consulted with a real aura reader to ensure that the auras we created were authentic. Audio Aura was a combination of sound, data, science, and mysticism. It was inspired by aura readings, a specialized photographic technique that reveals the color of a person's energy. Spotify's audio has hundreds of associated “moods”, so we began by using color theory to assign a color to each mood. Then, sample combinations of multiple listening moods were expressed in multiple colors - resembling an aura photograph. These auras were then analyzed by a professional aura reader, whose readings and insights allowed us to develop an algorithm that provided tens of millions of people with unique Audio Aura, each one revealing the colorful magic behind their own individual sound
2022 Awards
Total Points: 3
Merit Honor
Credits
Internal / In-House Agency
Spotify In-House / New York
Group Creative Director
Dan Brill
Associate Creative Director
Astrid Andujar
Colette Mcintyre
Brand Manager
Claire Ulak
Program Manager
Lisa Young
Senior Art Director
Angeline Toh
Brand Lead
Payman Kassie
Data & Insights
Ali Fradin
Matteo Polledri
Data Science
Karishma Gulati
Leila Siddique
Lekha Muraleedharan
Marius Blanchard
Mark Rethana
Nik Pousette
Global Head of Brand Design
Rasmus Wangelin
Global Head of Consumer Marketing
Neal Gorevic
Global Marketing Strategy & Planning
Dayna Tran
Louisa Ferguson
Matthew Luhks
Head of Global Brand
Lauren Solomon
Legal Counsel
Adam Weissbach
Claudia Strauss
Sarah Henderson
PR & Communications
Ashley Schlag
Cj Stanley
Kari Maharaj
Product
Amilcar Andrade Garcia
Anshu Das
Cait Charniga
Mesfin Bekele Mekonnen
Udaya Pillalamarri
Zela Taino
Senior Localization Project Manager
Melia Wagner
VP, Global Brand
Alexandra Tanguay
VP, Global Executive Creative Director
Alex Bodman
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