Mutual Sounds – ibis Music
ibis Music is how the hotel chain connects to a younger audience of travellers. They needed a digital solution that would draw interested listeners to their Spotify playlists and the up-and-coming artists they support.
Spotify ads, in general, suck. You can be listening to an awesome album, or playlist, then you’re slammed with an ad with an annoying voice for a product you care little about.
So we created ads that seamlessly fitted in with a user’s Spotify experience. And hopefully, added to it.
Our headline acts voiced ads that acknowledged the genre listeners were enjoying. Then directed them to a playlist to hear more of that genre and some other inspirational songs for that artist. Our artists shared a quick story about that particular genre too, giving the ads a ‘Desert Island Discs’ type feel. Intimate, useful and rewarding.
As part of ibis MUSIC’s ongoing support for up-and-coming musicians, we also shot these two content films.
For the films we created a guessing game to do with musical influences. It allowed a headline act and musicians to have effortless conversation about the music that means a lot to them. And a few laughs along the way.
Here’s Pabllo Vittar, one the world’s most famous drag queens, in ibis Barra Funda in Sao Paulo with a collection of young local musicians.
This is Joy Crookes and some up-and-coming acts, in ibis Shoreditch, London.