How we made Spotify speak the Fan's language
After lighting up UK, US and half the planet, the Spotify Fan Life campaign puts fans center stage even in Italy, turning their rituals, style and habits into authentic stories. For the Italian chapter, we unlocked the worlds of ANNA, Kid Yugi, and Alfa: three Gen-Z artists whose fanbases are true cultures in motion. Then, we took "Fan Life" everywhere, through an integrated mix of OOH, social & digital activations and original content.
Fan Culture printed LARGE (and stolen FAST)
We brought "Fan Life" to the streets with six unique subjects.
We kicked things off with a “vera baddie” birthday party for ANNA’s fandom, channeled Kid Yugi's fanbase by nodding to his lyrics “fans don’t have my posters, they have my shrines” and captured Alfa's fans through their signature beaded bracelets and positivity. But these weren’t regular billboards: they were guerrilla posters strategically placed in prime Gen-Z hotspots. So beloved, that many vanished from the streets… and popped up in our target’s bedrooms.
Bringing our heroes to life
The stories of ANNA, Kid Yugi, and Alfa came to life in motion through a series of 15" social films.
In just a few weeks, they racked up millions and millions of views, spreading fast across feeds and fandoms.
Fans were thrilled: for once, they truly saw themselves on screen.
Creators powered the conversation
The campaign came alive on social through creator activations. Together with Eva Calvani, we reimagined her “Italian Slang” format by diving into Italian fandom slang (and coining the term slangdom!) while Francesca Busi, our resident fashion expert known as YouAreMyLemonade, broke down each fandom’s unmistakable style, using aesthetics to reveal their worlds.
A sea of activations, off and on-platform
We rolled out a wave of special activations, especially for Olly’s fiercely loved Gen-Z fandom. From bespoke moments and merch at his Milan Ippodromo concert to in-app experiences crafted exclusively for his top listeners, every touchpoint was designed in-house, from graphics to illustrations, to make fans feel seen, celebrated and part of something bigger.
