Celebrating nature sounds with Spotify

Spotify tapped us to bring their Take a Beat campaign to life for World Mental Health Day 2024, with one clear goal: inspire people to slow down, reflect, and reconnect with nature through audio. As marketeers, we have the power to shift the narrative. That’s why we needed to be delicate with our decisions. From extensive research into the connection between nature and mental well-being - spanning indigenous practices to modern studies we built a campaign rooted in science and storytelling.

With issues affecting how many young people have access to nature, it can often feel inaccessible and unrelatable. We wanted to reconnect young people with the sounds of nature, reaffirming how ubiquitous to us all it can be. Yes, the Lake District is great, but so is your local park.

We reimagined nature marketing with Take a Beat, a movement that connects the healing power of nature sounds with mental health. By combining extensive research, global visibility through strategic billboard placements, and a unique collaboration with rapper and zoologist Louis VI, we built a 360 campaign uniting creators, content, experts, and communities. From influencer activations with Char Bailey, Nadeem Parera, and Tash LC to charitable grants and partnerships with Calm and Sounds Right, we ensured that the message of reconnecting with nature resonated both locally and globally.