Jordanian radio station MoodFM, part of Seagulls Media Services’ broadcast offering, has launched a new tongue-in-cheek integrated campaign that turns everyday questions into musical conversations, inviting audiences to respond not with words, but with song titles.
Launched on January 13, the campaign marks MoodFM’s first major communication following its recent brand refresh. It intends to reinforce the radio station’s distinctive positioning as Jordan’s only contemporary adult radio station dedicated to hits from the 70s, 80s, 90s and early 2000s.
The fully integrated campaign – developed and executed by incumbent agency AdPro& Group – spans OOH, DOOH, radio, social and digital channels. The campaign extends the conversation beyond physical spaces and into daily listening moments, where selected audience responses are brought back on air.
It is built on a simple but powerful idea: music for every situation in life. While many assume music from past decades is no longer relevant, the campaign challenges that belief by showing how songs from the 80s and 90s are rooted in timeless human emotions and universal experiences.
Commenting on the campaign, Shantal Abu Sharar, Director of Marketing, Seagulls Media Services, said, “MoodFM occupies a unique space in Jordan’s radio landscape. This campaign was about bringing the station back into focus by tapping into emotion, context and cultural truth. By asking simple questions and letting music do the talking, we are giving people a way to express what they feel, and sometimes what they cannot easily say.”
The idea comes to life through more than 30 unique executions rolled out across hundreds of outdoor locations across Jordan. Each execution presents a relatable question and invites audiences to choose the song that best reflects their experience.
Jarrad Pitts, Creative Director, Adpro& Group, added, “This work is emotional. Music from the 80s and 90s acts as cultural shorthand, instantly communicating complex feelings and experiences. A single song can often say what people struggle to articulate. By using songs as answers, audiences project their own stories onto the work, turning familiar music into a powerful emotional symbol.”
Often provocative and polarising, the work operates on two levels: the denotation of the song title itself, and the connotation it carries for those who know the song well. The result is a campaign that blends youthful cheek with nostalgia and renewed relevance, proving that some music never stops resonating.
Rizek Jildeh, Head of Strategy, Adpro& Group, added, “This campaign only works when context does the heavy lifting. Working closely with Adpro& OMD, every placement was designed around where it lives, from gyms to airport roads and key urban routes. By tailoring each question to its environment, the work feels timely, intuitive and impossible to ignore, driving relevance and engagement at scale.”
Commenting on the craft, Hatem Soliman, Creative Director at Adpro& Group, concluded, “Craft was central to bringing the idea to life and was developed through close collaboration across the team. The art direction, led by Malek Smadi, focused on handwritten typography, imperfect penmanship and distressed cassette-inspired visuals to evoke music that has lived through decades and still resonates today. These elements were then brought into motion by Anas Makkawi, ensuring the campaign felt alive, contemporary and emotionally rich.”
CREDITS:
Client: MoodFM, part of Seagulls Media Services
Agency: AdPro& Group
