In one of the previous parts of the How Hetero campaign, we created a test where you could analyze Spotify Playlists, in order to find out how hetero you are. All the playlists that the public tested, were savad in a database that soon reached more than 100.000 playlists, from 0 to 100% on the hetero scale. Then we thought, why not it around? We created a banner from which you could choose the “hetero level” on the music. We wanted to illustrate the fact that unwritten rules of how the society designate a “real” man or woman, can be disciminating to people with different sexuality preferences.
Creative Director:Martin Cedergren
Copywriter:Kalle Åkestam, Monica Born, Joakim Labraaten
Art Director:Yvan Archimbaud, Lars Baecklund
Account Director:Fredrik Widén
Account Manager:Bella Lagerquist
Web Producer:Ellinor Bjarnolf
Marketing Directors:Jessica W Sandberg, Claes Nyberg