Yes, I can do campaigns

Here’s your obligatory advertising portfolio spec work. Spotify obviously.

The Ask: Spread awareness about Spotify’s new audiobook feature amongst Gen Z.

When approaching this challenge the obvious answers is to make something that says something to the extent “we have audiobooks now.” But, like, boring. Also I wasn’t convinced Gen Z would really care. Plus, audiobooks cost something like $20 per book. As they say, nothing kills a bad product like good advertising. If I saw an ad for audiobooks then went on Spotify and they cost me $20, the same price as a real book, I’d never even think about using it again. So what’s the approach.?

I decided we needed to get upstream of the problem. Spotify now has music, podcasts, and audiobooks. So everything pretty much. What if we just slightly repositioned Spotify as the place to go if you want to consume any audio content. Just make sure you mention audiobooks in every activation to really hit the brief home.

Thus: One place. Everything audio.