Manila’s most unapologetic outdoor ad
Gen Z-approved but not Gen Z-coded
Gen Z already use Spotify. They dominate the brand’s global listener base and average 2.2 hours on the app daily, streaming music for the most hyper-specific moments. Despite this, Gen Z still saw Spotify as an app to open only when they needed it—not a brand they identified with.
To build deeper brand affinity among this demographic, Spotify needed to evolve from a functional music app into an everyday cultural companion; one that turns even the most mundane moments into something worth soundtracking.
Music and authenticity matter to today’s Gen Z:
01
Gen Z
Anti-Perfection Generation
3.4x more likely to engage with authentic content versus professionally produced and highly curated ones.
02
Gen Z
Unapologetic Main Characters
89% feel fully present in the moment while listening to music during everyday activities
03
Gen Z
Unapologetic Soundtrackers
88% agreed hearing a song during a significant moment makes it an unforgettable in their memories.
But instead of channeling this energy online, Spotify dared to do it where its audience would least expect it: Metro Manila’s busiest streets.
Spotify launched the Spotify Soundtruck: a mobile music experience featuring unapologetic creators who fit the Gen Z profile and turned mundane rituals into spectacles.
The Shower Soundtruck
Spotify turned Makati City into the perfect stage for the Unapologetic Shower Prepper. In the Shower Soundtruck, lifestyle creator Russco Jarvina channeled pure chaotic shower-oke.
The Cleaning Soundtruck
Life in Manila can get messy real fast. But for the Unapologetic Room Cleaner, even chores are opportunities to own the room. David Guison brought his signature fun to this ordinary ritual inside the Cleaning Soundtruck.
The Downtime Soundtruck
For students, rest comes in short bursts. Spotify turned these moments into pockets of realness with creators Rocio Trillo and Russco Jarvina as the Unapologetic Downtime Jammers.
The Pay-Off
With the Soundtruck, we turned Manila’s ordinary streets into on-the-go stages, and passive awareness into active participation. By embedding ourselves in all kinds of daily rituals and channeling Gen Z’s main character energy out for everyone to see, Spotify was no longer just a platform.
We became a champion of the unapologetic.
And people loved how real it was. From the streets to social feeds, the Soundtruck drove unapologetic excitement everywhere it was spotted.
0
M
SOCIAL ENGAGEMENTS
in only 3 days
0
M
SOCIAL IMPRESSIONS
across FB, IG, TK
0
K
ON-GROUND SPECTATORS
witnessing all things unapologetic
0
M