W+K Tokyo Helps Spotify Get Down to the Beat in Brilliant Short Spots

Spotify started its service in Japan on September 29. Wieden+Kennedy Tokyo partnered with Spotify Japan to create an advertising campaign that will harness the excitement around its long awaited arrival. The campaign kicked off on November 15. 

As music fans know, music has the power to change the listener—in ways big and small. Wieden+Kennedy Tokyo embraced this insight when developing the theme of the campaign, “New music, new me.” 

For the launch, Spotify and Wieden+Kennedy focused on how music can excite and enrich everyday life. They identified five different music fans and showed how discovering new music directly affected them in a series of humorous vignettes. 

The five vignettes feature a wide-range of music fans and the musical genres they’ve discovered. A middle-aged mum starts rhythmically chopping leeks in time to a banging techno track. A metal-loving salaryman turns a crowded commuter train into his personal moshpit. A girl gives her best friend romantic advice using an unexpectedly fresh hip-hop rhyme scheme A teenager gets as punk as he dares by parking his car slightly askew. And a late working R&B lover dims the lights and chills to Boyz II Men straight from the comfort of his office cubicle.

Each vignette encourages music fans to, “Discover new music you didn’t know you’d love” and remind them how music can change the way we look at the world around us.

The vignettes will live as a series of films on Spotify Japan’s YouTube channel, on social media and as a series of web banners.