AGENCY: JACK NIMBLE, AKCELO
CLIENT: SPOTIFY

In a post-mixtape world, the youth are obviously still sharing music as an act of love. It's just a bit different to how previous generations did.

The idea was simple: we realised that playlists on Spotify were the new love language. So we made those dedications public. Like really public.

We opened a portal to dedicate your playlist, with dedicated OOH placements.

18,000 entries in a week, with social seeding and in-app activation, drove Australia's Gen-Z to dedicate playlists to their lovers, mothers, brothers and others.

My playlist? To my beloved, the music we play our favourite card game to. Every song has to have a club, heart, spade or diamond in the title.

Listen here :)

A city street scene at sunset with a billboard and several pedestrians. The billboard displays a music playlist titled "Pale Blue Eyes" sent to 'The Guitarist' from 'Felix,' with a pink abstract design.
A digital billboard on a building displays a personalized Spotify playlist message from Josiah to Jade, with a pink border and a colorful graphic element.
Large digital billboard on a building displaying a Spotify playlist dedication message with a bright blue and pink theme, trees partially visible in the foreground.

Playlist Dedications - SPOTIFY

Marcus Fisher

Marcus is an award winning copywriter from Sydney, Australia. After a long day waiting around to reel someone in, Marcus is delighted to see you. So, while you're just sort of flopping about in a moment of quiet reflection, please do enjoy his work.

He’s glad you took the bait.

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