Spotify deepens connection with Filipino Gen Z through Juice Singapore + Philippines campaign
Spotify continues to strengthen its bond with Filipino Gen Z by delivering a fresh take on the My Spotify platform, creating new campaign films in collaboration with Juice Singapore and Philippines.
Inspired by how people often choose music based on mindset rather than activity, My Spotify Philippines taps into this insight; celebrating these pivotal ‘Companion Moments’ when the right song transforms your headspace, helping listeners conquer challenges or find magic in the mundane.
“‘My Spotify’ is the unique, personal musical universe each user creates within the app, fostering a strong sense of connection and ownership. Filipino Gen Z truly embrace this, curating playlists for every mood and occasion, so even the smallest moments have a soundtrack that feels perfectly theirs,” said Gustavo Figueiredo, Group Creative Director, Juice Singapore.
“The Philippines continues to be a key growth market for us in Southeast Asia, and we’re seeing incredible engagement from younger demographics,” said Citra Marina, SEA Marketing Associate Director. “This campaign reflects our commitment to offering locally relevant content that resonates with our users and elevates their experience on Spotify.”
A chivalrous act during a rainy commute hilariously backfires, and a Spotify playlist instantly provides the perfect, nonchalant soundtrack to recover from the awkward moment. Featuring TJ Monterde’s hit songs “Sariling Mundo” and “Palagi”.
A solo laundry session, or a rom-com daydream? The character’s Spotify reflects a hilarious delulu moment and keeps the good vibes flowing, even in embarrassment. Featuring Cup of Joe’s hit songs “Estranghero” and “Misteryoso”.
The campaign launches across digital, social, OOH, and connected TV platforms and will run through Q3 2025.
Credits
Client: Spotify
Creative Agency: Juice Singapore
Head of Strategy: Tom Hargreaves
Senior Strategist: Jasmine Thio
Chief Creative Officer: Peter Khoury
Executive Creative Director: Loo Yong Ping
Group Creative Director: Gustavo Figueiredo
Group Brand Director: Andy Norris
Associate Brand Director: Danielle Villanueva
Juice PH
Creative Director: Vinnie Pacleb, Ryan Rubillar
Associate Creative Director: Roi Marcelino
Art Director: Bee Baula, Jhonas Jose
Copywriter: Shannon Lim, David Poblete, Xyver Supnet
Planning Director: RJ Paculan
Planner: Rafi Ong
Business Unit Director: Rishma Dhutti
Account Managers: Aly Hipolito, Cygne Onday
Production:
SixToes TV (Agency Producer)
Executive Producer: Sariyanti Sannie
Senior Producer: Joelle Goh
Producer: Clio Goh
Factory01 (Thailand)
Director: Jaa Phiratee
Executive Producer: Rungtawan Nanthasaen (Rung)
Producer: Chuthathip Wutthiwatkowit (Poy)
Production Support (Philippines)
Arcade Film Factory
Post-Production Support (Thailand)
Final Cut Editing House
Featured Artists:
Grandma Film: TJ Monterdre
Laundromat Film: Cup of Joe
