The Playlist Effect

Creative idea

“The Playlist Effect” came to life on social as a real-time story unfolding throughout Sanremo week. Since social is where people naturally react to the festival’s songs, Spotify joined the conversation with episodes released in sync with the live shows, turning feeds into a narrative people wanted to follow. The campaign mirrored how songs evolve from background noise to favorites. This repetition-driven storytelling resonated because it reflected real listening habits, showing tracks gradually winning people over. Creators amplified the effect through memes and relatable content, reinforcing Spotify’s role in transforming new releases into songs listeners return to again and again.

Brand name: Spotify
Advertiser / client: Spotify
Product / service: Spotify
Campaign name: The Playlist Effect
Agency network: dentsu
Agency: Dentsu Creative Italy, Milan
Media agency: Publicis One Vibe
Production company: Birth
Chief creative officer: Riccardo Fregoso
Executive creative director: Giulio Frittaion, Gianluca Nucaro, Maurizio Tozzini, Stefano Tunno
Art director: Letizia Spatara, Emily Di Valerio, Jacopo Russo (Junior Art Director), Federica Sciuto, Francesco Cogliati
Copywriter: Roberto Polito, Francesco Brioschi, Elisa Dini (Junior Copywriter)
Designer: Laura Liguori (Head of Design), Nicolò Frontini (Senior Motion Designer), Matteo Milone (Senior Motion Designer), Riccardo Pellin (Motion Designer), Stefano Salvadori (Senior Digital Designer)
Account director (agency): Alessia Stefanutti (Client Supervisor), Claudia Spinelli (Client Manager), Elena Longoni (Client Executive)
Client account director: Federica Papetti (Business Director)
Director of photography: Konstantin Mazov
Agency producer: Hugo Besson (Executive Producer), Yohan Ungar
Post production: Romain Gingembre (Head of Post Production)
Post production producer: Matéo Lahais
Additional company: Content Editors: Margherita Vassallo, Martina Panebianco, Lucrezia Mondora Group Chief Strategy Officer: Niccolò Rigo Senior Strategist: Sara Pasquinucci Strategist: Camilla Conconi Head of Client Service: Anna Chiara Pelletti Head of Influencer Marketing: Fabiola Granier Influencer Marketing Team: Irene Smania, Martina Galbiati Growth Manager: Chiara Lamera PR Manager: Alessandro Turchi Head of Video Production: Jonathan Grassi Video Editor: Alessandro Sartor Creative Progress Director: Antonella Vicari Progress & Creative Excellence Coordinator: Giorgia Croce