Initiatives
If it’s missing, we’ll make it.
Showcased everywhere in Paris & Greater Paris, the Spotify new outdoor campaign by YARD is a nod to France’s hottest playlist and its listeners.
More than the will of coming up with a classic campaign, we wanted to find a way to best engage with our audience, by creating a crossover between digital streaming and physical display.
Spotify and YARD teamed up for an innovative and playful outdoor campaign, designed to appeal to the listeners, and interact with them in an innovative way : revolutionary posters with iconic punchlines, deliberately truncated.
Since streaming has taken over the music industry, rap has dominated the scene in France, and its influence on culture as a whole has been undeniable.
The idea here was to communicate to the PVNCHLNRS community, to make them interact by testing their musical IQ with a lyrical guessing game. Spotify began the campaign a few days earlier with a series of paintings in the hometowns of some of the rappers on the playlist.
What we created is a campaign as pertinent as it is entertaining (already hijacked on Twitter here and there). Whose authenticity matches the quality of the playlist’s curation and the brand. That’s open to everyone.
“A real willingness to only speak to the French rap community, that often feels excluded. But the idea that the concept is based on a game – fill in the blanks – makes the campaign playful and participatory, whether you listen to rap or not,” explained Yoan Prat and Tom Brunet, co-founders and executive creative directors of YARD.
