Breathe to the Beat
Insight: 40 million U.S. adults have anxiety, yet few know that 60 BPM music triggers calming alpha brainwaves.
Concept: HeartBeat extension with an AI that crafts playlists with songs at 60 bpm. Listeners are coaxed to calm as they breathe to the beat.
AD: Shanzah Rafiqi
(All videos have sound)
App Extension - HeartBeat
Feeling anxious? AI algorithm crafts playlists with your favorite songs at 60 BPM. The beat calms you down until you're jamming out.
Apple Watch Notifications
Smartwatches can track heart rate and other anxiety symptoms. The Spotify app will send messages, and suggest playlists when anxiety symptoms are recorded.
OOH
HeartBeat is teased with OOH throughout the country, each with a Spotify QR code that takes scanners to the extension in the app.
TV Spot - 60 seconds
(Full-screen available)
Radio Spot - 30 Seconds
YouTube Preroll
(Full-screen available)
New York Times Banner
Social
Social focuses on educating about the advantages of 60 BPM music, with examples of songs playing in the background.
Social Challenge
Experiential
In high-stress environments around the country, such as airports and college campuses during finals, HeartBeat music pods will pop up with noise cancelation, essential oil scents, and 60 BPM music. Stressed-out strollers will exit feeling completely zen.
