Diehard Shawn Mendes fans know that he is as much a songwriter as he is a performance artist, and his album Illuminate saw him taking the reins on the writing process in a bigger way than his previous album.
Illuminate was his opportunity to show the world what his fans already knew – that Shawn has something more to say. So instead of putting his face front and center, we drew inspiration from his music and created a social and digital campaign that shared his lyrics with the world and put his writing in the spotlight. When OOH boards went live, Shawn shared them in social and encouraged fans to snap a pic for the chance to meet him on his tour.
Our work stood in stark contrast to other marketing materials for Illuminate and brought to life a different side of Shawn. Leaning into this side of him showed fans that Spotify understood the artist they love. The campaign garnered 21.7m impressions across the US, Canada and the UK.
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