+$Music streaming service Spotify is wrapping up 2017 with a witty advertising campaign that uses people's unusual listening habits to create potential 2018 goals. This isn't the first time Spotify has run a funny data-driven campaign. Back in 2016 it took user information and created the brilliant+$"Thanks 2016, it's been weird" ads+$in response to the year's events.
+$Unlike last year's campaign, which was all about reflecting on the madness of 2016 and delivering some well-earned gallows humour, this series of ads decides that 2017 has been bleak enough and doesn't deserve to be remembered.
+$Instead, Spotify is looking ahead to 2018 with posters and+$billboard Ads+$that use curious playlists and listening choices to create 'goals' for the next 12 months. These include goals such as "Eat vegan brisket with the person who made a playlist called 'Leftist Elitist Snowflake BBQ" and "Be significantly less proficient at goodbyes", which is based on impressive streaming data for the song (you guessed it) Too Good At Goodbyes.
+$Scroll through the gallery below from left to right to see some of the funny Spotify billboards.
说到创造力+$, Spotify's CMO Seth Farbman says: "When we started to look at this year's data and what the news was every day we realised there was a lot of fatigue and exhaustion with all the events in 2017. So rather than go back and relive that exhaustion, we thought we would look forward and bring in a spirit of hope and optimism."
+$The campaign was created by Spotify's in-house agency and will run in seven US cities, namely: New York, Los Angeles, Chicago, Dallas, Miami, Nashville, and Washington DC. Location-specific ads will also appear in 18 different areas around the world.
+$While this is another great example of how companies can turn dry data into engaging advertising with a personality, we can't help but wonder how surreal it must be to see your listening habits blown up into huge posters and stuck up around town for all to see.
+$Either users are going to become a lot more wary with their playlist names or – and we imagine this is the more likely scenario – they're going to embrace Spotify's cheekiness and come up with hilarious titles that are just begging to be turned into posters.
+$We can't wait to see what music fans and Spotify come up with for the 2018 campaign.