Spotify Spice Bus

How do you celebrate 25 years of the world’s biggest girl band?

To celebrate a quarter-century of one of the most popular girl bands across the world, we helped Spotify recreate the iconic Spice Bus and took fans on a tour across London. The activation scored 124m in earned media and was even shared by Victoria Beckham!

Transformation objective:

It had been 25 years since the greatest girl band of all time, the Spice Girls, formed and released their debut single Wannabe. In celebration of this, Spotify UK asked Acne to create a campaign to drive awareness of the 25th anniversary and relaunch of the first album, Spice.

Transformation approach:

The Spice Girls were loved not just for their chart hits but for the attitude that they represented. So, for this campaign we decided to reconnect with more than just the music, and tap into the movement. We recreated the iconic Spice Bus from the film Spice World and took creators, fans and media on the journey of a lifetime in the form of a Spice Girls tour across London, hosted by RuPaul’s Drag Race Queens.

Everyone on board captured content of the day and shared on their channels. We also conducted a full media sell-in with Getty images and the video content captured on the day.