PDX—NYC
Recently we discovered that “sad” is GenZ’s #1 search term on Spotify. Instead of making a mental health campaign, we decided that sad music is something to be celebrated. A vibe that our audience is seeking out, as the perfect antidote to last year’s Hot Girl Summer.
In OOH and social, we subverted summer tropes and celebrated this uniquely sad but playful aesthetic. All of the pieces drove to a new permanent, curated playlist featuring top sad songs of every summer.
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Then we partnered with D4vd, a trending artist on Spotify known for sad bops and sculpted him into a bronze statue, bursting with “tears.” A Spoticode on the fountain in D4vd’s top streamed city of Houston drove to our Bummer Summer Playlist and even encouraged a coin toss 4 listener’s sad thotz.
Here’s a few behind the scene snaps from our shoot with Abdi Ibrahim and dela revolucion.
The campaign was quickly picked up by influencers in music and fashion, it was parodied by @FuckJerry meme accounts. And welcomed by listeners in a way that said "we get you."
This was more than a playlist. it articulated Gen Z's collective ennui and cemented a new term in culture. It was even discussed by Scott Galloway on The Prof G Pod podcast.
