YOUNG ONES 2023
MOVE THE STORY - SPOTIFY
AWARD
FINALIST, MERIT
Role
Concept development, art direction and visual identity
Brief
While a majority of Gen Z’ers choose Spotify, they continue to perceive our platform as a strictly music streaming platform. Spotify is looking to change the Gen Z perception of Spotify only being for music.
Your challenge is to: Find new ways to encourage new and current Spotify users to engage with and discover the world of Audiobooks.
Insight
Gen Z loves stories — but chooses the screen.
Not because movies are better, but because they feel more.
Sound creates emotion. In films, it’s essential.
In audiobooks, it’s missing.
Idea
What if audiobooks didn’t have to compete with movies –
but could borrow their emotional power?
By merging Spotify’s two strongest worlds – music and audiobooks – we created an enhanced listening experience where stories come alive through sound.
Solution
Spotify Audiobooks becomes a customisable audio experience.
Listeners can enhance their favourite books with familiar soundtracks, atmospheres and musical stems – choosing how the story feels, not just how it’s told.
By adding sound where it matters, audiobooks become immersive, emotional and easier to stay focused on – especially for a generation raised on constant stimulation.
Execution
The campaign visual identity is built around yin and yang – two elements that can’t exist without each other.
Music and audiobooks. Emotion and focus. Sound and story.
Together, they create a new way of listening
