Ad Age Editor’s Pick: Spotify and YARD’s outdoor campaign is a nod to France’s hottest playlist and its listeners

At the end of 2018, Spotify and YARD teamed up for an innovative and playful outdoor campaign designed to appeal to listeners of France’s hottest playlist, PVNCHLNRS.

Since streaming took over the music industry, rap has dominated the scene in France, and its influence on culture as a whole has been undeniable. The campaign from Spotify, created by YARD, celebrates the artists of PVNCHLNRS, the playlist featuring all the genre’s heavyweights.

The concept: revolutionary posters with iconic lyrics deliberately truncated. The idea: to communicate with the PVNCHLNRS community, to make them interact by testing their musical IQ with a lyrical guessing game. The campaign unfolded in city streets and metro stations. Spotify even paid homage to some of the rappers by teasing the campaign with painted versions of the ads in several of the rappers’ hometowns.

A campaign as relevant as it is entertaining, whose authenticity matches the quality of the playlist’s curation and the brand, and that is open to everyone. The campaign earned 3 million impressions and had a reach of 400,000, and it helped the playlist earn even more listeners: over 50,000 in a few weeks.


Read the full Ad Age article here.