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Ad Films, Campaign Building

Spotify MIX- Made for You

Project

Ad Films for the feature 'MIX'

Client

Spotify at Leo Burnett

Team

Alisha Sharma
Sakhi Shah
Krupa Mehta
Prachi Sharma
Nikhil Lotankar
Mohit Rao

Overview

Spotify Mix is a feature on the app that works when one adds 'MIX' ahead of a genre, artist, mood, era- literally anything and it would give a playlist inspired by one's listening patterns.

India’s new age Insurance brand needed a brand refresh to come across as more than a friendly, easy and trusted insurance provider, it needed stature. With more services than insurance, like Service Centres and Clinics, ACKO is becoming a corporation that walks every step with the consumers and adapts according to their needs.

Approach

This was a very interesting brief because we could personify the feature to say that it knows you the best, we could make it the voice of God, we could pit the feature against friends who claim to know you the best. Since no two people have the same Mix, is it a way to differentiate identical twins?


We started by brainstorming whacky ideas, funny scripts and then realised that all our thoughts could be bucketed in three routes so we did so and finalised one that we shot.

Route 1 MIX knows YOU better than YOU

  1. Imagine Assamese parents of this very obviously looking punjabi boy telling him that he is adopted. The child is shocked and goes to his room to cry to type 'Heartbreak MIX' and it plays 'Bewafa' by Dr Zeus.

  2. Imagine an actor who is playing Ravan day in and day out in a Ramleela play and often to find himself back on his way back home he plays 'Unwind MIx' and it plays 'Cutie Pie' because Raavan who stays angry is actually just a Cutie Pie.

  3. Imagine Shashi Tharoor, the man known for his eloquent language skills comes back to his green room and searches for 'Happy Mix' and it plays 'Tamed Chambdi laka laka laka'.

    Route 2 Same Artist Different Jam

An artist can mean different things to different people. Can the artist therefore change costumes jumping from one user's interface to the other, or quickly change appearance like a magician. We had many scenarios where the change of appearance of the same artist was meant to show that every listener has a unique version of the artist when they type MIX, a version just made for them.

The Ad Films

Route 3 Same Life, Different Experiences

We experience universal things differently too, love, sadness, joy, peace so why should we have the same track for every feeling? This route explained the purpose of MIX the best. To you joy could mean a cupcake to another has to be an entire bakery. We brainstormed a lot of feelings and situations and thought of two very opposite versions of it. Finally, we locked the genres that are most used by the audience namely- midnight(sleep), love and study.


The screen divide becomes a tool to say that even if everything is same, your mix won't be same.



The films:
Study

Love

Midnight

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