Coinciding with Vietnam’s 80th Independence Day, Spotify has collaborated with local creative agency Happiness Saigon on a new campaign that taps into the festive mood through music. With the anniversary always proving an emotionally-charged moment across the country, and serving as a period for both reflection and celebration, Spotify and Happiness Saigon wanted to find a way to enhance this experience.
Understanding that music is a natural vessel for feeling and memory, they devised a campaign in Ho Chi Minh City that encourages locals to connect their taste in music with a figure from Vietnamese folklore. Full story.
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