Overview
Spotify x Swapify is an interactive app extension and campaign designed to encourage global connection with playlist swapping. We turned the idea into a tool for anonymous swaps with strangers around the world. Muting surface-level interactions in favor of emotional, cultural connection. The campaign includes a branded short film, social media, interactive transit ads, and a sleek mobile app built for spontaneity and discovery.
The Challenge
Develop a social listening experience for Spotify users that helps listeners build a deeper connection with friends and artists while increasing their engagement on various social media platforms.
Creative Strategy
We focused on the insight that playlists are one of the most honest forms of self-expression. Swapify turned that truth into a social connector — a tool that allows strangers to swap curated playlists anonymously and spark conversation, empathy, and curiosity through music. Visually and conceptually, we aimed to balance vulnerability, spontaneity, and discovery to create unity.
Execution
UX Design: Developed a sleek app extension for international playlist trading, fostering new connections through unexpected pairings.
Interactive Transit Ads: Created "Hey Spotify" activations that allowed passersby to interact with real swaps in action.
Print & Social: Designed versatile media content to spread awareness and increase engagement for the launch of the Swapify extension and campaign.
Brand Video: Developed a dual video campaign: a product-demo rollout and a narrative short celebrating cross-cultural bonds through music.
Impact & Recognition
Silver ADDY Award winner, from the American Advertising Federation, for Integrated Consumer Campaign
Bronze Pencil Award winner at the Young Ones One Show competition
Praised by users and creatives for its immersive concept and emotional tone.
Brand Video
This short film brings the heart of Swapify to life — a cinematic celebration of music as a language of connection. It reflects the emotional core of the campaign: discovering and understanding someone through the music they curate.
Process
From concept to execution, the design journey included moodboards, user flow diagrams, early sketching sessions, and prototyping. We iterated on interaction feedback and tested UI components to maximize intuitive use and emotional connection.
Creative Strategy
Our insight: a playlist is someone’s most honest form of self-expression. The idea was to turn these personal artifacts into bridges across cultures. We leaned into emotional vulnerability and curiosity, designing an experience that feels intimate yet expansive.
Impact & Recognition
- Winner of Silver ADDY Award from the American Advertising Federation
- Bronze Pencil winner at the Young Ones One Show competition
- Praised by users and creatives for its immersive concept and emotional tone
Execution
- UX Design: Designed a seamless playlist swap flow triggered by voice command, guiding users through a surprise match experience.
- Interactive Transit Ads: Created "Hey Spotify" transit-screen activations that allowed passersby to interact with real swaps in action.
- Brand Video: Directed a dynamic video celebrating cross-cultural music discovery and emotional resonance through sound.
Process
From concept to execution, the design journey included moodboards, user flow diagrams, early sketching sessions, and prototyping. We iterated on interaction feedback and tested UI components to maximize intuitive use and emotional connection.
Execution
- UX Design: Designed a seamless playlist swap flow triggered by voice command, guiding users through a surprise match experience.
- Interactive Transit Ads: Created "Hey Spotify" transit-screen activations that allowed passersby to interact with real swaps in action.
- Brand Video: Directed a dynamic video celebrating cross-cultural music discovery and emotional resonance through sound.
Get to know someone from their most honest place, their playlist.
Spotify x Swapify
The Ask: Develop a social listening experience for Spotify users that helps listeners build a deeper connection with friends and artists while increasing their engagement on various social media platforms.
The Concept: Swapify is an app extension created for Spotify that allows users to find new connections by swapping their playlists worldwide.
Assets: App extension, brand videos, interactive, print, and digital ads.
Spotify X Swapify App Extension
A brand campaign video that demonstrates how the application is used. Each screen was created and designed from scratch, seamlessly integrating with the original Spotify application.
Spotify X Swapify Connection
A brand campaign video that spreads the message, “This product is for EVERYONE.” Creating new connections, bringing people together without judgment, and being your true self are the most important things we want to encourage and promote with this application extension.
A close look at the featured screens created for the Swapify app extension.
The Images above are showing an interactive ad installment that lets users test out the feature while they wait for the bus or even passing by. Activate the ad by saying “Hey Spotify." It will then prompt the user to pick a randomized location. After a location is chosen, various playlists will populate the screen, allowing the user to experience something new to their ears.
American Advertising Federation 2021 Silver ADDY Award Winner https://atlantaadclub.org/wp-content/uploads/2021/03/2021-ADDY-Winner-Book-Reduce-1-1.pdf.
The One Club 2021 Young Ones Bronze Pencil Award Winner https://www.oneclub.org/awards/youngones/-award/41041/spotify-x-swapify.