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AUCKLAND, Thursday: Indie creative shop YoungShand has partnered with Spotify to launch a new campaign for Smirnoff Pure, that aims to update Kiwis on their favourite local music.

YoungShand account director Tymon Rackley said: “The music we love is made up of many influences, including where we live. Tastes and styles shift within communities, cultures and subcultures all over the world – even in our own backyard.

“With Smirnoff Pure, we tapped into the unique vibes of New Zealand and set out to help Kiwis discover the music that moves the cities and suburbs they call home.”

The Smirnoff Pure Sounds Like campaign is the latest development of Smirnoff’s Pure Potential platform and looks to heighten Kiwis experience of a night in with friends. 

“While music drives a great night in, the sounds that fuel the party in one area can be totally different from the next,” Rackley said. “The team at YoungShand used this to their advantage, creating personalised experiences for fans across the country.

“Through this partnership with local artists and Spotify, we created 28 kick-starter playlists that embody the distinct vibes of cities and suburbs all over the country.

“The result? Ever-evolving Spotify playlists full of the most-loved songs in any one area in Aotearoa.”

Smirnoff NZ senior brand manager Simon Warren said: “70% of our audience drink off-premise. The potential of their night isn’t dictated by bars or clubs, so we needed a way to meet them at home, helping to further enhance their experience through the music they love.

“Not only do the playlists enable Kiwis to discover the sounds of their area, but they can do more than just listen. The collaborative site invites users to add their favourite tracks to their local playlist. The result? Ever-evolving Spotify playlists full of the most-loved songs in any one area in Aotearoa.”

The campaign, which launched last week, is being supported by location-specific digital and social communications, targeted Spotify radio ads and out-of-home stickers users can scan to discover their local playlist. The artist collaborators have also been involved in sharing the campaign, many seeing it as a platform for up-and-coming as well as established artists to extend their fanbase.

Theia, a Christchurch playlist contributor, said: “There is such a rich and diverse creative hub in Christchurch, with so many talented emerging musicians and songwriters. This playlist is a reminder to everyone just how much Christchurch punches above its weight.”


Client: Lion New Zealand
Senior Brand Manager: Simon Warren
Assistant Brand Manager: Sophie McLeay
Agency: YoungShand
Creative Director: Anne Boothroyd
Creative Director: Scott Maddox
Strategy Director: Jesse Kelly
Copywriter: Erin Mattingly
Art Director: Jack Wadham
Account Director: Tymon Rackley
Account Executive: Kirsten Bray
Executive Digital Producer: Kat Cox
Content Producer: Kereti Kanawa
Designers: Marty Goldschmitz & Elliot Oxborough
Developer: Chris Alwin
Photographer/Videographer: Alex McVinnie
Media Agency: Zenith
Group Business Director: Andrea Long
Planner/Buyer: Iris Millington-Bree

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