Since streaming has taken over the music industry, rap has dominated the scene in France, and its influence on culture as a whole has been undeniable. This campaign celebrates the artists of PVNCHLNRS, the playlist which regroups all the genre’s heavyweights, and which counts more followers than any list proposed by Apple or Deezer.
The concept: revolutionary posters with iconic punchlines, deliberately truncated. The idea? To communicate to the PVNCHLNRS community, to make them interact by testing their musical IQ with a lyrical guessing game. The campaign was displayed in city streets, metro stations. And even inside buses and metro cars, space typically occupied by cheaper or local brands. Spotify even paid homage to some of the rappers by teasing the campaign with painted versions of the ads in several of the rappers’ hometowns.
The campaign earned 3 million impressions and had a reach of 400,000 and helped the playlist earn even more listeners, over 50,000 in a few weeks.
Featured on:Ad Age