Since the very beginning in February 2025, Croissound has brought together thousands of people in dozens of cafés around one shared passion: music. And croissants too. Each event only strengthened a feeling of community. Kind, energetic, and more and more engaged. And it’s in that context that Spotify reached out to join forces around a shared goal:highlighting local artists.
Capture attention
S’il y a bien quelque chose que l’équipe Croissound maîtrise, c’est l’art de divertir les gens. Mais comment intégrer une activation de marque pendant un évènement qui occupe déjà toute l’attention de ses participants? La réponse tient en deux mots: boîte mystère.
If there’s one thing the Croissound team has mastered, it’s the art of entertaining people. But how do you integrate a brand activation during an event that already has everyone’s full attention?The answer is two words: mystery box.
But the real answer is also the people involved. From the first brainstorming sessions to the box being built by the @celcius teams, to our incredible volunteers who ran the experience. Enough suspense. Here’s the concept: A life-size Croissound x Spotify co-branded box. In that box, a hole. In that hole, green and orange balls. If someone draws a green ball, they win 3 months of Spotify for free. With that, they can listen to one of the 500,000playlists that contain the word “Québec” or the ⚜ emoji.
If they draw an orange ball, they choose one of four Croissound x Spotify co-branded goodies:
· An orange “Je suis un croissant” beanie
· A reusable cup
· Stickers blending our two worlds
· A tote bag
Croissound x Spotify x Crew Collective & Café
November 8, 10 a.m., the doors of @CrewCollective & Café open. Within the first 30 minutes, we were already full. (We’ll take this moment to thank our ultra-positive community who, despitesometimes long lines, always keep a big smile!)
In this iconic Montreal venue, the former Bank of Canada, more than 2,000 people gathered between 10 a.m. and 2 p.m. And among them, more than 500 had the chance to take part in our activation.
To amplify visibility, beyond Spotify’s logo being present on our Montreal DJs’ outfits, we worked with five content creators who highlight Quebec culture on their profiles. More than 430k followers across their Instagram and TikTok accounts, added to our 50k+. Result: thousands of shares and hundreds of thousands of views in just a few days.
Keeping the momentum
Our campaign with creators helped the activation shine far beyond the café walls. So we thought: after pushing it past the walls, why not bring it into your daily life? After all, a big share of winners now have a Spotify account. To build on these new sign-ups, we launched our own playlists on the platform.
After each event, you’ll now be able to relive it in your headphones. Enjoy the Croissound experience every morning. Creating even more connection with our community makes us really proud. That said, we take no responsibility for the looks your coworkers give you when you throw your arms up yelling “So many tiiiiiimes” at the office coffee machine.
We thank Spotify for the trust and freedom they gave us in this beautiful collaboration, which promises mornings that are always more dance-filled. We’ll leave you with a motto that only those who took part in the activation will understand: “Croissound recommends one croissant a day. It’s proven: it makes life sweeter, mornings prettier, and people happier.”
Written by Sébastien Michel
