Outdoor
Thanks 2016 — Sorry
Spotify · 2016
- Agency
- Spotify
- Campaign
- Thanks 2016, It's Been Weird
Analysis
A Spotify subway poster turns repeated plays of a song into a question about a listener's Valentine's Day. The campaign gives aggregate data a human voice.
“Dear person who played “Sorry” 42 times on Valentine's Day,”
Data storytellingDirect address
Why it worked
The specific count makes the message feel observed rather than generic. The song title lets the reader imagine a small personal story.
Lesson
Turn a useful data point into a concrete human question.