An International water charity was looking to attract a younger audience within the range of 16-24 years old. Wanting them to get more involved with charity work. We decided to do this by taking advantage of the most popular thing young people do in their spare time, In a campaign called THE STREAM.
Solution: A Spotify advertising campaign that highlights the fact that Spotify adverts can be annoying but not as annoying as if their water supply got stopped. Creating Visuals that highlighted this through small headphone illustrations on the images. Paired with audio adverts that give the illusion of their playlist continuing, but coming to an abrupt stop.
Presenting this project at the Art Directors Club of Europe (ADCE) Festival in Barcelona November 2018. As part of the High Potentials Programme they host every year.
The visuals for the campaign depict the comparison of importance between the need for access to clean water and the need for an endless music stream. This is done by using pictures of those trying to access clean water and using illustrations of headphones to show that an endless stream of music would not make their situation any better or worse.
AUDIO ADVERTS
The audio adverts play on the fact of the music stream being stopped by adverts. So the adverts start off with a popular song being played and then is interrupted by somebody talking about adverts stopping your flow of music not being as annoying as your supply of water stopping. Each advert has a different song that caters to different music genres. So each advert can be played according to the type of music the user is listening to.
Bad & Boujee - Migos ft. Lil Uzi Vert
Ed Sheeran - Shape of You/Rick Roll
Smphony - Clean Bandit ft. Zara Larsson
Let's Pray - Blaenavon
Kygo & Selena Gomez - It Ain't Me
The Chainsmokers & Coldplay - Something Just Like This
PLAY
PLAYLIST
The #DontStopTheFlow playlist consists of songs that are either used in the advertising campaign or are related to water or charity. With a mix of serious and light-hearted songs to balance the mood.
STREAMERS COMMUNITY
THE STREAM WEBSITE
Website Design using the prototyping app Marvel