Project: Spotify Premium, spec project
Challenge: Market subscription streaming music service to Generation X (41-56 year-olds).
Solution: Using an analog for playlists familiar to Gen X (mixtapes), this ad hand-holds the intended audience toward seeing the benefits of the new technology within a familiar context. Essentially, we are showing this product, not as something new, but as an improvement on a familiar, nostalgic old favourite.
You have to give to get; this ad is structured as a helpful how-to article that at once familiarizes potential users with some of the product features, and conveys the benefits of those features - using this product just might help you find love.
Design Notes: Stock vector art © Vecteezy, logo © Spotify.