ANGELINE TOH
Design & Art Direction. Currently at «ROBINHOOD».
«Spotify» 2017 Wrapped
The end of the calendar year is a key time for Spotify to reflect on the year that was. But how could we tackle a notoriously difficult and tumultuous year like 2017? In a year that many wanted to tune out, we decided to celebrate how music gave us a reason to keep listening.
For the 2017 year-end campaign, we looked forward instead of back, finding bright spots in our data to create optimism for the year to come.
A global OOH campaign transformed user’s 2017 listening data into “2018 Goals.” A microsite let them look back on their year of listening year data and dared them to share with the world. We paid tribute to 2017’s top artist, Ed Sheeran, by having him devour one of 2017’s top hits.
The campaign generated over 2.4 billion streams, 5 million social shares and drove a bigger increase in monthly active users than any campaign in Spotify history.
And we commissioned The New York Times to “fact-check” the year’s top songs for a more truthful 2018.
Media Coverage
Created at Spotify Brand & Creative: Full credits coming soon.