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.

2019 One Show - Moving Image Craft

Horror

Agency Spotify In-House / New York + UM Worldwide / New York

Client Spotify
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Annual ID

OS_MI19133M

About the Work

This summer, Spotify launched its biggest worldwide campaign ever to promote its Free service. The campaign centered around guilty pleasure songs, something everyone can connect with. And we encouraged listeners not to hide it, but instead to love what they love. Aimed at 18-24 year olds, we needed an internationally recognised song that would act as an unexpected juxtaposition in our “film trailer”. We looked at our data and saw that Camila Cabello's “Havana” was about to become the most-streamed song by a female artist, ever. So we picked that, and created a horror film where we find out whether a group of friends can resist listening to “Havana” even if a creepy doll-type-thing appears out of nowhere and tries to kill them, every time they play the song. Turns out, they can’t.