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Merci, Cannes Lions 2017

July 17, 2017 Apps No Comments Email Email

 Another year, another week on the Croisette surrounded by creativity, inspiration and just a little fun. We were thrilled to host hundreds of brand and agency partners at our biggest Spotify House yet this year, for days filled with lively conversation and evenings capped off by rosé-hued beach soirées, featuring performances by Phoenix, Solange and Sampha.

In between partying and jamming, guests took a stroll through the Spotify House to learn about our understanding of people through the way they stream. The main attraction was a wall-to-wall, immersive mural, “Streaming Stories,” that spotlighted insights about our audience segments based on how they stream. Guests then saw how they can activate those insights in our Ad Lab, where they got to create their own ad on Spotify, explore our latest creative work and watch original video programs from Spotify Studios.

Our insights and data storytelling came to life on the Palais des Festivals stage, where VP of Data Adam Bly walked the audience through the ways that streaming data can help us understand people—in this case, entrepreneur and burlesque icon Dita Von Teese—at a more human level. “Because music is so personal,” Bly explained, “this data is incredibly rich and textured. And really unique to Spotify.” With Dita’s blessing to share some of her listening history, Bly showed the audience just how unique that data is: they saw who Dita listens to (Blood Orange on repeat), how wide-ranging her taste is (from jazz to synth pop) and how that diversity reflects her personality and the moment she’s in—she’ll listen to more invigorating music when she’s on the road, and more romantic music while at home with her boyfriend.

On the IAB Mobile-Only Pioneers panel, our Global Head of Creative Solutions, Maureen Traynor, explained how we’re creating innovative ad products that keep mobile top of mind—like Branded Moments, a format that targets users in real-time mobile moments like when they’re working out.

Global Head of Spotify Studios Tom Calderone also discussed the future of mobile from the content perspective. Calderone sat down with Russell Simmons, Dawn Ostroff and Van Toffler for a conversation around what kind of content resonates in the mobile era. The overwhelming message was to find ways to give artists more creative freedom with their content. “Music has always had a way to transcend the gatekeepers,” Simmons said. “All these digital stars…our job is to nurture them no matter what the gatekeepers say.”

As a crescendo to the week, Spotify took home six awards at this year’s International Festival of Creativity. Our winning campaigns each put their own spin on last year’s cultural landscape—because let’s face it, 2016 was a pretty weird year.

  • 2016 Wrapped used our data to celebrate the weird and wonderful way the world listened last year, bringing it to life through an integrated, personalized digital campaign. Wrapped won the Bronze for an Integrated Multi-Platform Campaign and Use of Integrated Media.
  • Thanks 2016, It’s Been Weird, our outdoor component of Wrapped, took home a Silver Lion for Data Storytelling. The campaign used our globally sourced listening data to craft individualized ads that appeared in neighborhoods around the world. The campaign also won the Bronze award for Use of Print or Outdoor.
  • President of Playlists, a PR campaign that saw CEO Daniel Ek offering the departing President Obama a job with some very specific requirements— “excellent work ethic, a friendly and warm attitude, and a Nobel Peace Prize”—won a Silver for Real-Time Response, and a Bronze for Media & Publications.

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