There are gestures so common that they don’t even think. But they are there, marking the beginning of something. How to put music before running. Choose the right playlist Before studying. Reproduce the perfect mixture to clean the house or start a trip. Those decisions that indicate the beginning of a routine, a task or even an emotional moment are now the axis of the new advertising campaign of Spotify.

And it is that of that daily truth part “Without playlist it doesn’t start”the idea developed by the Monks agency for the music platform, which makes users’ playlists as the narrative content of the campaign itself.

An insight used into a brand story

The campaign is thus built on an insight anchored in the real behavior of users: music is not just company, it is the trigger. Which activates the body and mind to start something. And within that gesture, choosing the right playlist becomes almost a ritual. It is then that Spotify decides not only to reflect that dynamic, but to raise it as a narrative axis.

“That Spotify bet on users by placing them not only in the center of their product, but also of their communication, and that they do so by betting on such a real and powerful insight, makes the smile that briefs takes us out and the campaign is twice as much as large”explains Elías Rodríguez Galisteo, creative director in Monks.
As part of the campaign, an IN -app call has been opened so that users send their own playlists, organized in Five categories that cover different moments of day to day:

• Today he trains
• Approve or try
• On the way
• For chores
• The Lloradita

To amplify and communicate this collective search, Spotify has resorted to Known faces linked to your digital community. Thus, each category is backed by a creator or influencer who embodies the type of listening he represents.

Grison (humorist, musician and resistance collaborator), for “today she trains”:

Aleix Puig (founder of vice and winner of Masterchef), for the “chores”:

WHERE IS Leto (Creator of Lifestyle Content) for “On the Way …”:

The campaign also has Physics MR, known for its dissemination videos, which is responsible for “approve or try.” And Byhermoss, a highlight of networks for its emotional naturalness, represents the playlist of “La Lloradita”.

During the coming weeks, any user can send their playlist and, if chosen, will not only be part of the Spotify Storytellingbut will be the protagonist of the campaign itself. In this way, the creative proposal is that a playlist that someone created to study in their room could end up being the Claim of an audiovisual piece of Spotify. It is a step beyond the UGC (user generated content) to a User generated campaignas described from Monks, native to the platform and driven by organic and emotional behavior.

The campaign has already begun to deploy with audiovisual pieces that show an accomplice, close and emotional tone by Spotify with the aim of activate the community from real identification.

“Without playlist it doesn’t start” He has had the creative direction of Arturo Benlloch (Executive Creative Director) and Elías Rodríguez (group creative director). The production has been in charge of antistatic, with realization of Kane Kwik and executive production of Matías Aisen.

“Having overcome the UserTened Content barrier towards a UserTened Campaignconcludes Elías Rodríguez.

With this action, Spotify not only reaffirms its role as a music platform, but as an emotional and participatory channel.