Music is personal—soul-deep, this-is-the-real-me deep.
So personal, in fact, that people are identifying with their Spotify, calling it “My Spotify”. In this local adaptation, we captured the essence of cultural trailblaizers' listening behaviors and showcased their stories.
Music can make you cry. Music can make you stop crying. It can take you around the world—or straight back to your teenage bedroom. Every reason to press play is different, because every listener is different.
The global campaign “My Spotify” was all about celebrating that individuality—while reinforcing Spotify’s position as the ultimate destination for tailored audio journeys.
Our local campaign spotlighted the listening habits of cultural trailblazers like basketball player Bobi Klintman, singer Miriam Bryant, Chelsea star Zećira Mušović, dancer Céline Diop, it-couple Hanna MW and Jimmy Loutfi, and food enthusiasts Jimmy Guo and Siri Barje.
The campaign launched with a takeover of Stockholm Central Station and continued throughout the fall across DOOH, digital platforms, and social media.
