DDB Stockholm worked closely with Spotify on the latest of its "Not for everyone" themed campaigns for art gallery Bonniers Konsthall. To promote its up-coming art show "more than sound", which focuses on sound art and music-installations, it sent an exclusive invitation to bloggers and art critics via the music listening app.
Invitees were sent an email containing only a Spotify link. When opened, it revealed a link to a new album whose title tracks created a personalized message inviting the person to the show. The tracks themselves consisted of musical samples from the exhibition.
Previous Bonniers Konsthall campaigns have focused on exclusivity and have included The Uninvited, an invitation you could only pass to someone else, and Max 99 people, an event which would be automatically cancelled if more than 99 people responded.
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