Spotify has a rich trove of user listening habits in its locker and it has seen success, both at awards and from consumers, in digging them out and exposing quirky behaviours.
Over the last two years the company has run ads that share listeners’ more eccentric habits, such as the fact there is a ‘I love gingers’ playlist with 48 Ed Sheeran songs on it, that Man’s Not Hot by Big Shaq got played 42m times in 2017 and that one user played ‘Sorry’ 42 times on Valentine’s Day.
Now, the Wrapped Campaign is back to run across out-of-home, digital and social in markets including Australia, Brazil, Canada, Colombia, Denmark, France, Germany, Indonesia, Mexico, Philippines, the US and in the UK. It will shine a light on more than 50 artists including Ariana Grande, Post Malone and Shakira with Maluma.
June Sauvaget, Spotify’s global head of consumer marketing, said: “Our annual Wrapped ad campaign is a true embodiment of our proposition as a ‘platform for discovery’ Our users have come to expect the year-end campaign year after year, and are eager to see how their interactions on Spotify connect to what is happening across the global Spotify community.
“At the same time, it serves as a large-scale 'thank you' to our listeners for their collective impact in shaping the platform throughout the year while further solidifying our place in the global cultural lexicon.”
This year the campaign points out that someone made a playlist called ‘it’s the royal wedding tomorrow!!!’ 22 days after the wedding. It also explored the correct time to listen to Christmas playlists and highlighted that some people accidentally meditate to a 'clam' playlist.
Alex Bodman, global Executive Creative Director at Spotify, said: “Part of our creative process is to think about the cultural moments, tensions and oddities that defined 2018 and then see how music and podcasts helped people respond.
“That’s why this year we decided to focus on Playlist creation; it’s one of our features that allows people to get highly creative. The fact that users give the playlists such hilarious names or use them to comment on broader cultural trends only makes the material richer.”
Vote for the campaign below in The Drum's Creative works.
: '2018 Unwrapped'
It’s the most wonderful time of the year: Spotify’s end of year marketing campaign - better known as ‘Wrapped’ - is here. And as our users have come to enjoy and anticipate, we’re using playful creative to offer a moment of reflection about the role that music and Spotify play in their lives and in culture, while telling universal stories that create a sense of community. Since its inception in 2016, ‘Wrapped’ has underscored the impact of Out of
Launching today, November 28, the campaign will be live across OOH, digital and social in markets worldwide including Australia, Brazil, Canada, Colombia, Denmark, France, Germany, Indonesia, Mexico, Philippines, the US and in the UK. Fun fact: more than 50 artists, including Ariana Grande, Post Malone and Shakira with Maluma, will be featured in the campaign.
Global Executive Creative Director: Alex Bodman
Creative Directors: Dan Brill, Alexandra Sobiecki, Rajeev Basu
Global Brand Design Director: Rasmus Wangelin
Senior Art Director: Erik Herrström, Martin Berggren, Tal Midyan
Art Director: Steven Conaway, Angeline Toh
Designer: William Oswin
Senior Global Brand Director: Alexandra Tanguay
Senior Brand Manager: Christine Andren, Lauren Solomon
Creative Strategy: Zach Pentel, Nathan Doiev
Director of Integrated Production: Belinda Lopez
Senior Producer: Natalie Espinosa
Integrated Production: Jenna Alchin, Kenzie Tankersley, Andon Espeseth
Global Marketing Strategy & Planning: June Sauvaget, Neal Gorevic, Manu Orssaud, Krista Scozzari
Head of Global Media: Scott Marsden
Global Media Manager: Sarah Schlein
Global Head of Artist and Label Marketing: Marian Dicus
Head of Artist Marketing, International: Madeleine Bennett
Head of Artist Marketing, North America: Rosa Asciolla
Data Science: Race Archibold, Margot Kurfess,
