Plaulists That Understand You

When the world’s number one music streaming platform wasn’t ‘Thai enough’ for the local Gen Zs, we brought it a little closer to home.

To flip the script, we tapped into Thai Gen Z’s talent for finding humor in tough situations, often expressed through online memes , and aligned it with Spotify’s Playlist function, where billions of user created playlists are already fueled by memes and puns.

We created brand films that put this new generation in shocking situations, each paired with a witty, meme-esque playlist to match the moment. We embedded it into their daily commute with strategic OOH placements, driving them to try the platform that speaks their language.