In a sign that the agency is expanding beyond their Hispanic roots, Wing has created “Playlust,” a series of commercial-free Spotify playlists promoting safe sex for non-profit AIDS prevention and education program Lifebeat. The program is part of a “Sex with no ads and no HIV” initiative aimed at young adults, which sees Wing handing out information and condoms at music venues in the New York area, along with directing folks over to “Playlust.” It’s a great way to offer a service (taking the commercials out of Spotify) people will value in order to draw attention to your cause.
“A few years ago, you might do a traditional ad campaign about using condoms,” explained Favio Ucedo, chief creative officer at Wing. “But there are too many pitches and messages aimed at Millennials. You have to add value.”
The program grew out of conversations at Wing about employees’ favorite songs for the bedroom. “We knew that people already made mix tapes (for atmosphere),” said copywriter Marc Duran. “In this case, we just did it for them.”
The playlists all have suggestive names, like “Don’t Expect Breakfast,” “My Roomate Isn’t Home” and “In The Morning It’s Going To Be Awkward.” Clearly, “Playlust” comes with a sense of humor. There’s even a one song playlist entitled “Even If You’re A 1 Minute Man.” Mostly these playlist are filled with the kinds of songs you’d expect for a campaign aimed at youngsters, with the likes of Rihanna, Lana Del Rey and Pharrell Williams, to name a few (surprisingly Daft Punk’s “Get Lucky” does not make an appearance). I’m not sure what it says about me that the playlists I find most appealing are “Cougar’s Closet,” “Rock Me Tender” and “The Spooning After,” but there you have it. Stick around for a couple playlists after the jump.