Codes - Spotify
The Spotify codes idea spawned when internally Spotify themselves came up with their own unique way to share music. This new feature for sharing music via a scannable image creates a unique barcode and album cover image for every song, album, artist, and playlist. Scan these Spotify Codes with the new camera option and it would redirect you to the corresponding playlist.
We capitalized this new way of sharing by allowing the brand to have a say in culture using music or their playlist title. Creating interesting out of home media that are sharable even with a picture.
Starting with Chinese Lunar New Year, where we encourage people to stop looking at their phones during their reunion dinners in markets like Hong Kong, Taiwan and Singapore by getting a playlist for the festive season so everyone can enjoy together as a family.
Then there was the ever iconic Trump and Kim meet up in Singapore, so we expressed what we envisioned which later turned out to be true. Memes about it follow suit, but we said it first.
Then with the news of Taiwan legalizing gay marriage and the ever on going struggles for LBGTQI rights here in Singapore and around the region, we've developed a code to just celebrate all kinds of love.
By now, if you haven't already scan the codes in the picture, you can match the codes to the playlist cover below. It's pretty obvious which code matches which playlist.
Some of these work has been reproduced to give a complete picture of how it should have run as some of these work that had been developed but didn't take off due to cultural sensitivity, market situations and political stance with government of countries and beyond. The ones that did ran, was used as market understanding and a consumer behaviour exercise within the agency and client.
