IMPORTANT: RESPIRO is an imaginary brand.
Challenge: Get people (kids age 7-16 with cystic fibrosis) to participate in RESPIRO’s clinical study.
Insight: Cystic fibrosis is just a part of their life, it doesn’t define who they are.
The posters will be displayed in the waiting rooms of clinic trials. To stand out from the usual, boring announcements, these posters will be disguised as educational “Word of the Day” posters to get parents to take a look.
A typical user listens to 30 minutes worth of music before getting a bunch of ads. However, in exchange for 1 hour of ad-free music, the user must watch one ad, usually longer than 1 minute. This particular ad on Spotify, is a quick, 30-second teaser that lets users opt to watch the animation.
The idea of a Spotify ad came from listening to patient videos. Patients with cystic fibrosis have a very different sound compared to those who don’t have CF. One patient even described her childhood as having to take “commercial breaks” from playtime to take her medication.