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Celebrate Your Year in Audio with Spotify's 2021 Wrapped Campaign

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This year’s global campaign will feature artists and podcasters including Spotify’s top artist of the year Bad Bunny as well as Olivia Rodrigo, Justin Bieber, Doja Cat and fan-favourite podcasts MISFITS and Science Vs

Celebrate Your Year in Audio with Spotify's 2021 Wrapped Campaign

If 2020 was the year that flipped the world on its head, 2021 was the year that we got used to seeing things upside down. With ‘normal’ thrown out the window, the world embraced the unknown and championed all of the things that make each of us unique. Spotify’s 2021 Wrapped, launching today, is a celebration of this — the millions of weird and wonderful ways to listen and live in a world that continues to keep us on our toes. This year, Spotify are shining a spotlight on the infinite number of 'normals' that now exist - each a reflection of our own experiences and perspectives. 

This year’s global campaign will feature artists and podcasters including Spotify’s top artist of the year Bad Bunny as well as Olivia Rodrigo, Justin Bieber, Doja Cat and fan-favourite podcasts MISFITS and Science Vs. The campaign will run across traditional and digital OOH, connected TV, online video, social media, web and of course in the Spotify app itself in 33 markets worldwide (the app experience will be available to users in over 100 markets). 

This year, Spotify are introducing even more ways for its listeners to explore and share their Wrapped right on Spotify, like Your Audio Aura, interactive Playing Cards, and your own personalised 2021: The Movie.

  • 2021: The Movie: Spotify listener’s top songs paired with classic scenes from a movie that’s all about you.
  • Your Audio Aura: We’ll mix up elements of your mood, tempo, liveliness, and even artist/album art to visualize your 'aura.”
  • Playing Cards: An interactive data-based game that you play, and then share with your friends. We’ll display two true data points and one fake one. You have to guess which is the lie.
  • Wrapped 2021: Blend: Tapping into the new Blend feature launched this year, Spotify fans can see how their 2021 music taste matches up with friends, stream their blended playlist and share their results on social.
  • Even more shareability: We know that Spotify fans love to share their Wrapped cards on social and now they can directly share on TikTok for a limited time. This builds on the ability to share on other platforms, including Snapchat, Twitter, Instagram and Facebook. 

The heart of the Wrapped marketing campaign is Spotify’s OOH and it returns this year with more data-driven copy. And this year’s creative doesn’t just feature top artists (BTS, Olivia Rodrigo, and podcasts like Misfits, Spotify will also showcasing the everyday people such as the UK’s Jackie Weaver’s and her “I have the authority” playlist) who reached beyond the audio space and had an unforgettable impact on culture. Spotify asked them to create playlists that are available on Spotify that sets them apart from the pack. 

Distributed across social and digital channels, Short Fan films are about all the different 'normals' that are created every day on Spotify, where podcasts, playlists, genres, songs and culture collide. 

  • Billie Eillish was featured on 265+ garden playlists in 2021 

2021 has been the year of 'Good Soup' with the virtual trend inspiring nearly 13,000 playlists on Spotify. For one day only on December 1st, Spotify are partnering with the popular bone broth company Brodo to delight the people of New York City with tasty soup. This will include a Good Soup truck decked out in Wrapped branding.

“We’ve spent a lot of time dreaming about a return to ‘normalcy’ but as we sat down and began reflecting on this year we realized there is no such thing as ‘normal’ and that’s something worth celebrating,” said Alex Bodman, VP, global executive creative director at Spotify. “On Spotify ‘normal’ is whatever you listen to, however you choose to listen to it. We have never been one-size-fits all and that’s what has always made Wrapped so compelling - it’s all about you.”

You can also check out Spotify’s For the Record blog and the latest episode of our Spotify: For the Record podcast for more details including this year’s top artists, albums, songs, playlists and podcasts from the creators that helped soundtrack the year for more than 381 million users worldwide. 

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2021 WRAPPED (INTEGRATED, INCLUDES OOH)

VP, Global Head of Marketing: Taj Alavi

VP, Global Executive Creative Director: Alex Bodman

Global Group Creative Director: Dan Brill

Creative Direction: Oriel Davis-Lyons, Ronald Lam, Andrew Lindsey, Carolina Perez-Siam, Astrid Andujar, Derek Wright, Edward Yeung, Colette McIntyre, Chris Monk

Global Head of Brand Design: Rasmus Wangelin

Brand Design Director: Andreas Lindahl

Sr. Art Directors: Michael Boswell, Angeline Toh, Marcelo Afonso de Almeida Filho

Art Director: Rainy Fu

VP, Global Brand: Alexandra Tanguay

Head of Global Brand: Lauren Solomon

Associate Director, Brand: Payman Kassaie

Sr. Brand Manager, Campaign Lead: Angela Gonzalez

Brand Management: Claire Ulak, Prapti Pandey, Melanie Eisen, Tola Oseni, Domenica Esparza

Director of Production: Lauren Keller

Executive Producer: Shayan Amir-Hosseini

Integrated Production: Karen Chang, Kenzie Tankersley, Saul Metnick, Ava Abdoulah, Joe Street, Dorian Douglass

Head of Business Affairs: Lauren King

Associate Director, Brand Strategy: Midori McSwain

Brand Strategy: Chris Lubin, Nathan Doiev

Global Marketing Strategy & Planning: Neal Gorevic, Matt Luhks, Nienke Dettmeijer, Dayna Tran, Louisa Ferguson

Global Media: Shannen Boynton, Sarah Schlein, Danielle DePiano

Social Media Marketing: Ken Gibbs, Chris Hill, Greg Edwards

Legal Council: Sarah Henderson, Ali Zeren, Claudia Stauss, Justin Bart

Artist and Label Marketing: Jeremy Erlich, Victor Trubowitch, Ashley Graver, Andy Vincent, Eunu Song, Taryn Lacroix, Lisa Ritchey, Lucy Davidson

Studios Marketing: Lauren Vu, Lillian Mak

Product: Cait Charniga, Alex Goree, Zela Taino, Christie Oh, Alex Malek, Felix Bouleau, Shirley Wang, Anshu Das

Engineering Manager: Udaya Uma Pillalamarri

Data Science: Leila Siddique, Jake Lehrhoff, Justin Bauman, Wayne Mac Adams, Karishma Gulati, Matteo Polledri

2021 WRAPPED (FAN FILMS)

VP, Global Head of Marketing: Taj Alavi

VP, Global Executive Creative Director: Alex Bodman

Global Group Creative Director: Dan Brill

Creative Direction: Oriel Davis-Lyons, Ronald Lam, Andrew Lindsey

Global Head of Brand Design: Rasmus Wangelin

Brand Design Director: Andreas Lindahl

VP, Global Brand: Alexandra Tanguay

Head of Global Brand: Lauren Solomon

Associate Director, Brand: Payman Kassaie

Sr. Brand Manager: Angela Gonzalez

Director of Production: Lauren Keller

Executive Producer: Shayan Amir-Hosseini

Sr. Producer: Saul Metnick

Head of Business Affairs: Lauren King

Brand Strategy: Midori McSwain, Chris Lubin, Nathan Doiev

Global Marketing Strategy & Planning: Neal Gorevic, Matt Luhks, Nienke Dettmeijer, Dayna Tran, Louisa Ferguson

Global Media: Shannen Boynton, Sarah Schlein, Danielle DePiano

Legal Council: Sarah Henderson, Ali Zeren, Claudia Stauss

Rights Clearance: Kelly Basdavanos

Artist and Label Marketing: Ashley Graver, Lucy Davidson, Jana Coffey, Bella Jackson

Studios Marketing: Lauren Vu, Lillian Mak, Annie Giglio

Media

MEDIA AGENCY: UM Worldwide

MEDIA AGENCY: UM Worldwide

PRODUCTION

Production Company: Pyramyd Studios

Director: Kris Mercado

Post

Post Production: EDITBAR, Zero VFX

Colour

Color Correct: Ntropic

Sound Design

Sound Design & Audio Mix: Sonic Union

Licensed Music

"Happier Than Ever”: Billie Eilish

“Get Into It (Yuh)”: Doja Cat

2021 WRAPPED EXPERIENCES (IN-APP, ARTIST WRAPPED, PODCASTER WRAPPED)

VP, Global Head of Marketing: Taj Alavi

VP, Global Executive Creative Director: Alex Bodman

Global Group Creative Director: Dan Brill

Creative Direction: Derek Wright, Edward Yeung, Ronald Lam

Global Head of Brand Design: Rasmus Wangelin

Brand Design Director: Andreas Lindahl

Senior Designer: Michael Boswell, Angeline Toh, Marcelo Afonso de Almeida Filho

Brand Strategy: Midori McSwain, Chris Lubin, Nathan Doiev

VP, Global Brand: Alexandra Tanguay

Head of Global Brand: Lauren Solomon

Associate Director, Brand: Payman Kassaie

Brand Management: Claire Ulak, Melanie Eisen

Director of Production: Lauren Keller

Executive Producer: Shayan Amir-Hosseini

Senior Producer: Karen Chang

Producer: Kenzie Tankersley, Ava Abdoulah

Social Impact Lead: Casey Acierno

Global Marketing Strategy & Planning: Neal Gorevic, Matt Luhks, Dayna Tran, Louisa Ferguson

Creator Marketing: Brendan Codey, Clara Pietro

Product: Cait Charniga, Alex Goree, Zela Taino, Christie Oh, Alex Malek, Felix Bouleau, Shirley Wang, Melia Wagner, Claudia Iandelli

Creator Product: Kirsten Stamn, Wilma Qui, Sarah Capone

Engineering Manager: Udaya Uma Pillalamarri, Felix Bouleau, Anuja Khema, Ethan Thorsen-Lusterman

Data Science: Leila Siddique, Jake Lehrhoff, Justin Bauman, Wayne Mac Adams, Karishma Gulati, Matteo Polledri, Arjun Narayen, Ola Abou Bakar, Sari Nahmad, Shawn Cochran

Social: Katie Sharp

Legal Council: Sarah Henderson, Ali Zeren, Claudia Stauss

Artist & Label Partnerships: Andy Sloan-Vincent, Eunu Song

Media
Production

PRODUCTION PARTNERS: Active Theory, Hornet, Skillbard, Mystic Michaela

Proofreading: Arielle Guy, Word One New York

Categories: Media and Entertainment, Streaming Services

DiGennaro Communications, Wed, 01 Dec 2021 15:29:44 GMT