Spotify
Oddly Specific Feels
Spotify lets you listen to music based on mood, not genres.
And 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. So I brainstormed to create 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.
Playlist copy felt naturally “meme-able”, springboarding off culturel zeitgeists from Feral-Girl-Autumn to Main Character Energy.
The campaign went viral on TikTok, took over digi OOH's across London, and won a Webby award.
