FOR THE LAUNCH OF HER NEW SINGLE, THE FAMOUS FRENCH ARTIST CHRISTINE AND THE QUEENS HIGHLIGHTED HER ANDROGYNOUS IDENTITY BY CHANGING HER NAME TO BECOME CHRIS. SUBSEQUENTLY, WE PLAYED WITH SPOTIFY’S NAME, CREATING A STREET MARKETING CAMPAIGN AND A DIGITAL ACTIVATION CALLED SPOT CHRIS. THE CAMPAIGN INVITED FANS TO SPOT CHRIS’ PICTURE IN THE STREET AND POST IT ONLINE IN ORDER TO WIN CONCERT TICKETS. THE SINGER COULD ALSO BE SPOTTED ON SOCIAL MEDIA, SUCH AS IN INSTA STORIES.