Thanks 2016. It's been, weird (sb1)

Spotify's 2016 campaign demonstrates the use of data within creative campaigns.
Spotify searched through the data of their London users and wrote open letters to individuals within the campaigns, they ran 164 unique data stories in the exact neighborhoods where the listeners lived.

The way in which spotify have used real life data, in a humorous way communicates a sense of community within the music platform. It brings together the different people of London, with no indication of race, class, gender or sexuality, making the ad campaign about the real users, for the real users.