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Spotify has launched a global campaign using its own user data and seeing their behavior in different times of the year. The genius results are creative and funny messages that will make you laugh.

Seth Farbman, Spotify’s chief marketing officer told Creativity: “There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives an insight into the emotion that people are expressing.”

Check out some of the billboards distributed around the world.

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