Spotify Original podcast, 'The Inspired Unemployed', has taken an unconventional strategy in its latest campaign, handing over the marketing reins to hosts Matt 'Falcon' Ford and Jack Steele.

The campaign involves a 'billboard war', where each host uses billboards to publicly mock the other. The entire process, from inception to completion, will be documented on social media and the podcast itself.

The first billboard, revealed this week, features Jack mocking Matt's height, something Matt typically gets defensive above. In two weeks, the billboards will swap, giving Matt a chance to retaliate.

"The Inspired Unemployed podcast is one of the top performing podcasts in Australia. It has been topping the Spotify podcast charts right from the first episode and the audience has only continued to grow since we launched in 2021, which is why we continue to invest in its success," Spotify's Head of Podcasts, Ben Watts, said. "Handing over the marketing reins to Jack and Falcs to have a very public laugh at each other is not only a perfect example as to why the podcast is so popular, but it's also giving those yet to listen a taste of what's to come."