SPOTIFY
OK COOL came to me with the challenge to create content that could tap into this unique insight, galvanising Gen Z's growing self-awareness, irony, and humour.
The idea was to give young people motive to create fun playlists, based on how they were feeling at that moment in time. I worked on a series of phrases that reflected on emotions through oddly specific sentiments.
The idea was to give young people motive to create fun playlists, based on how they were feeling at that moment in time. I worked on a series of phrases that reflected on emotions through oddly specific sentiments.
Led by a social-first paid and organic strategy, the copy engaged them
authentically, using language that felt native to their world.
authentically, using language that felt native to their world.
