Soundtrack Your Semester
This campaign encourages college students to upgrade to a student premium account by highlighting how ads on the free version of Spotify disrupt the mood of everyday moments. Whether walking to class, studying late at night, or driving with friends, music sets the tone—and interruptions break the experience.
Rooted in the “main character” aesthetic, the campaign uses scrapbook-inspired visuals to romanticize the mundane and position premium as the key to controlling your soundtrack—and your story. The concept extends across out-of-home ads, campus posters, a branded Spotify pop-up, curated Instagram content, and guerrilla photobooth, creating a cohesive presence both on campus and online.
Design Category: Promotional design & advertising
User Persona
Moodboard
Posters
18 × 24 inches
Developed to drive campus awareness of the student premium offer, the poster pair defines the campaign’s scrapbook-inspired identity. By establishing a distinct and recognizable visual language, the design creates continuity across every platform in the campaign.
Out of Home Advertisment
48 × 67 inches
The OOH advertisement is strategically placed at college campus bus stops to reach the target audience in their daily routines. The elements follow the campaign identity and promote the combination of preserving the viewer’s very valuable and unique college memories through intentional listening. Thoughtfully crafted phrasing also positions uninterrupted listening as an essential, deserved part of the experience.
Digital Promotion
Spotify Pop up: 585×2532 pixels, Instagram: 1080 × 1080 pixels
To engage audiences across multiple stages of the marketing funnel, digital promotions were developed for two platforms: Spotify and Instagram. The Spotify pop-up targets free users by encouraging consideration of the premium experience, while Instagram content builds awareness among potential users, expanding the campaign’s reach beyond the existing platform.
Mobile Music Photobooth
This mobile photo booth travels across campuses, creating an interactive and memorable experience for students. By capturing moments set to a curated soundtrack, it allows participants to actively engage with the campaign’s “main character” concept. This immersive experience highlights what makes the student premium offering feel personal, elevating everyday moments into something worth remembering.
