Before Spotify, before Apple Music, and even before Google Play (RIP), there was Simfy. Same idea, just a few years ahead of its time (circa 2012). Which would be its downfall, ironically.
The idea was the same. Streaming music, on demand, with all the major labels on board. The brand had launched in certain European markets, and was set to launch in South Africa inn 2013. It went to pitch, and I – along with my partner Beth Dessington and ECD Don Bryan at OwenKessel – won, with some of my favourite copy-driven work… The simple insight that buying music is a big commitment, whereas (the then-new idea of) streaming lets you “date” it, without the faithfulness of a marriage.
Sadly, the work never got made. We won the pitch, which included a script for a TVC that I wrote and absolutely loved (perhaps the idea can still find a home one day), extensive OOH, online, social, and radio… But, the entire campaign, as well as the launch in Africa, was ultimately pulled.
Simfy, sadly, was an idea ahead of its time. I still love the work though, and I wish that:
A – it had gotten made, and
B – I still had more of it on hand than these few examples (although I am very glad to have some of it, nonetheless)
