Young Ones Student Awards

The Young Ones competition is one of the most acclaimed advertising, interactive and design student competitions. It has a tradition of excellence dating back to 1986.

2023 Young Ones - Young Ones One Show

Closer To Tato

School Berghs School of Communication / Stockholm

Client Spotify

Category

Brief: Spotify / Experiential

Annual ID

YO23_B017S

Description

Since the invasion of Ukraine, thousands of dads have been forced to leave their families and join the military. Leaving a young generation crossing the border not knowing when they’ll hear their dads’ voices again.

Studies show that hearing the voice of someone you love can create an equal chemical effect in your body as hugging them would.
With the campaign Spotify - Closer To TATO (Closer to dad), we made a way for young Ukrainian refugees to listen to audiobooks narrated by their dads. Making it possible to fall asleep to a familiar voice when everything else is uncertain.

By uploading audio of someones voice in the Spotify app, an AI technology from Sonantic, that Spotify owns the rights to, can convert it into the narrator of any chosen audiobook.

In cities with many refugees we put up billboards in Ukrainian. Apart from making sure we reach our target audience, we create a sense of belonging by making ads in their language as opposed to the language of the countries they have found refuge in.
The non-speakers might get interested in learning what we say, with the call to action to ”support the ones who can", with a direction to read more at our website.

Spotify have always been collecting voices. Now they help a young generation keep their dad closer, while we wait for the families to reunite once again.

2023 Awards

Total Points: 7

Student Silver Pencil

Credits

College / University

Berghs School of Communication / Stockholm
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