When Sibylla launched their new Extra Everything Hot Dogs, we were asked to make radio spots to highlight the news. But these weren’t your ordinary hot dogs, so we figured we shouldn’t do ordinary radio spots.

Instead, together with professional musicians, we interpreted the three hot dogs in three full songs in three extra everything-genres.

The songs were then released on Spotify – A soul version with extra wail, a trap remix with extra bass, and a death metal edition with extra growl.

They became the center of a campaign with radio spots on FM-radio and Spotify, and music videos on social media.

But what version you got to see or hear, depended on your taste of music. On Spotify and Social media, the dominate genres on your playlists decided what version you would see/hear, and on FM radio we adapted the spots to the genre the stations focused on.