The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Craft / Writing - Campaign
Annual ID
OS_CP17078M
About the Work
How do you wrap up a year like 2016? In a year that felt like it was all about our differences, Spotify tuned into our users’ listening habits to remind us...we’re all a little bit weird. We started with a global out-of-home campaign that found the one song 3,749 Londoners streamed the day of the Brexit vote, and 163 other individual data stories for hyper-localized billboards. We extended the campaign into display and social media, recapping the year through countdowns, quizzes, and comically complex infographics. Next up was an email campaign recapping each user’s year in listening, with a curated playlist of their top hits of the year. And finally, we identified superfans of some of the year’s top artists and rewarded them with gifts co-created by the artists. The campaign generated 1.2 billion earned impressions and during the campaign, Spotify subscription growth easily broke all company records.
2017 Awards
Total Points: 5
Merit
Credits
Media Company
Spotify / New York
Art Director
Martin Berggren
Ellen Pai
Tal MIdyan
Rainy Fu
Chief Marketing Officer
Seth Farbman
Creative Director
Dan Brill
Spencer Hansen
Rasmus Wangelin
Designer
William Oswin
Executive Creative Director
Alex Bodman
Information Architect
Jomar Perez
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