“Les PVNCHLNRS savent”: an outdoor campaign for Spotify’s #1 french rap playlist

To promote the platform’s PVNCHLNRS playlist, Spotify and YARD teamed up for an innovative and playful outdoor campaign, designed to appeal to the listeners, and interact with them in an innovative way : revolutionary posters with iconic punchlines, deliberately truncated.

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. The idea here was to communicate to thePVNCHLNRS community, to make them interact by testing their musical IQ with a lyrical guessing game. Spotify began the campaign a few days earlier with a series of paintings in the hometowns ofsome of the rappers on the playlist.

I worked on this campaign as a copywriter, advising on which lyrics we could write on the posters and how we should write them to amplify the interaction, but also where it could be relevant to display the punchlines according to their topic and/or where the rapper comes from.