PALAWAN – Spotify seems to be dead serious when it meant to “soundtrack your life,” taking the time off to fly to the Philippines to help even the deaf enjoy music.
The world’s most popular music streaming service, which has recently expanded to video, partnered with Starkey Hearing Foundation to provide hundreds of hearing aids to people living in Puerto Princesa, an island an hour southwest of Manila by plane.
Night Agency and Tool director Alec Helm made a teary four-minute film featuring three deaf people whom Spotify have helped – Eugene, a 28-year old tricycle driver who delights passengers with music he can’t hear, Isagani, a father of three musically-talented children, and 16-year old Jessa Mae, a daughter of a fisherman, but has never heard the ocean.
The spot ends with the copy “Make music change _________,” with the blank filled by phrases like “a girl’s confidence,” “the lives of people with hearing loss” and “a child’s vocabulary” in quick succession.
Launched in November 2014, Spotify’s project “First Song” has helped Starkey Hearing Foundation reach 900 deaf people in the Philippines and is welcoming everyone to donate to reach its goal of 1,000. For every $100 donated, one person receives hearing care.
CREDITS
Client: Spotify
Agency: Night Agency
Production Company: Tool
Director: Alec Helm
