‘Spotify’ honored Vietnam’s 80th independence day
Spotify's new campaign combines users' musical tastes with folkloric figures.
To celebrate Vietnam’s 80th anniversary of independence, Spotify has partnered with local creative agency Happiness Saigon to create a new campaign that uses music to convey the festive spirit.
Since an anniversary is always an emotionally charged moment across the country and serves as a time for reflection and celebration, Spotify and Happiness Saigon wanted to find a way to further enhance this experience.
The Spotify app combines users’ listening habits with the results of a musical personality test to determine which “Vietnamese spirit” they most align with. There are eight spirits in total, each a legendary name from the country’s history and culture.
The campaign runs throughout September, and Spotify is rewarding users who visit one of the eight installations and post their “Vietnamese Spirit” moments online with small cultural gifts, such as themed incense sticks and bandana scarves that serve as “youthful markers of identity and pride.”
Reflecting on the importance of the project, Nichi Gatdula, creative director at Happiness Saigon, says: “Doing this campaign at such a momentous time in Vietnam is not just an opportunity, but a privilege. Spotify Vietnam is evolving into more than just a streaming platform, it’s becoming a brand that actively celebrates and nurtures Vietnamese culture. It’s this cultural relevance that sets Spotify apart, allowing us to be part of Vietnam’s story as it shapes its modern identity.”
Credits:
