Australians find their ‘True North’ and discover their ideal travel destination through music

Role: Discovery and Concept, Animation
Lead by: Jack Murphy, Design lead at Hydric
Client: Spotify Australia in partnership with Havas Media and Emirates
Status: Shut Down


We wanted to Inspire people to travel and re-associate the Emirates brand with the joy of discovery through music. The ‘True North’ campaign is an interactive, personalised experience that connects users with destinations across the globe that are aligned with their musical preferences. The collaboration is a world-first in the aviation industry and will see the launch of the True North microsite, which takes a user’s Spotify listening history and uses a custom algorithm to find the destination for them.