Concept Breakdown
Research
This concept is taken from the recent” shadow dance” trend. Which got viral in 2023–2024 on tik tok, instagram and other social media platform. In this concept i am using this trend as creative approach by showcasing the ordinary people in the ad and their shadows are dancing creating some movements but they are still same in the frame, basically shadows are dancing but their body aren’t.
Used the same colour theme as Spotify to make it cohesive with actual brand colours. shadows colour can be changed to black to green to make difference for thr usual.
Used the same colour theme as Spotify to make it cohesive with actual brand colours. shadows colour can be changed to black to green to make difference for thr usual.
Create an end-to-end campaign that positions Adobe Express and Photoshop as Gen Z’s go-to creative tools by making Adobe culturally relevant, easy to use, and aligned with their creative identity. The campaign will inspire hands-on engagement, driving awareness, sign-ups, and ongoing creation across digital and real-world touch points.
Spotify: Let your shadow dance!
Out Of Home Ad Campaign What we have to do?
Out Of Home Ad Campaign What we have to do?
GET
Gen Z students
BY
Giving them a compelling reason to do it (message).
Gen Z students
BY
Giving them a compelling reason to do it (message).
TO
Sign up for Premium Student
Sign up for Premium Student
People crave ways to express their individuality online.
What does our consumer think now?
We all have challenges based on where we are in life. What is the current problem the consumer is facing? People don’t just listen to music, they use it to soundtrack their daily lives.
College students use music to fuel every moment of their lives: from pulling all-nighters to hyping up before a night out. Consumer’s Insights
College students use music to fuel every moment of their lives: from pulling all-nighters to hyping up before a night out. Consumer’s Insights
Playful, relatable, student-first.
Spotify’s brand voice: playful, human, witty, culturally relevant,music-savvy Tone
Spotify’s brand voice: playful, human, witty, culturally relevant,music-savvy Tone
Spotify is the world’s leading audio platform. A blend of
personalization, cultural relevance, and endless discovery all with the convenient access to all of your devices. About Our Brand
personalization, cultural relevance, and endless discovery all with the convenient access to all of your devices. About Our Brand
Premium Student unlocks the ultimate soundtrack for college life: adfree, unlimited, and built around you.
Our Message
1. Ad-free listening, unlimited skips, offline downloads.
2. Personalized playlists that grow with you. Support points
2. Personalized playlists that grow with you. Support points
Spotify sits high on the Lovemark axis with Wrapped, playlists, and its reputation as the most personalized music platform. Its story: built around the listener, not just the music
Brand equity
Drive awareness, sign-ups, and continuous use across digital and real-world platforms. Make Adobe feel relevant in Gen Z culture and their creative lifestyle.
Project Overview
Background
Our Vision
Spotify continues to lead the audio streaming market, but competitors like Apple Music and YouTube Music are aggressively targeting Gen Z with exclusive deals and influencer tie-ins. Students are cost-sensitive but deeply attached to music as a mood-setter, motivator, and cultural touchstone. The Premium Student Plan ($5.99/month) is a key acquisition tool, but awareness of this offer remains low across North America.
Our Target