SPOTIFY WRAPPED 2021.
CREATIVE, STRATEGY, PRODUCTION, MOTION GRAPHICS
August 2021 - December 2021
Project Team: GAD, Account Manager, Creative Directors, Designer, Copywriter, Internal Production Team,
VANDAL (External Production House), UM (Media Agency)
My Role: Account Manager
The Brief:
Develop and deliver the creative for Spotify’s biggest campaign of the year - #SPOTIFYWRAPPED.
The Approach:
2021 was anything but normal - in fact, it was probably one of the strangest years in history. And so we celebrated users quirky, eccentric, and unconventional listening habits - because a lot of weirdness was ‘totally normal for 2021’.
Looking back and reflecting on the year that was, we captured all surprising, quirky, emotional, rollercoaster moments that hit hard - then we took to the drawing boards and brought each moment to life with a music-inspired headline - in traditional Wrapped fashion.
Saving the most unconventional and captivating ideas for video, we worked alongside VANDAL to produce three hero campaign videos, that truly encapsulated the strangeness of the year - showcasing the ‘new normal’.
Over a 5 month period, we developed and launched 12 killer headlines, 3 ‘New Normal’ films, social quizzes, and PR merchandise - delivered across TVC, OOH, social, and digital.
The Results:
A campaign that empowered users to share their weird and wonderful listening habits in what was one of the strangest years in history. With every moment and every touchpoint a chance to play, share, and connect with artists, creators, fans, and friends. User engagement went from totally normal to totally amazing.
My Role:
As Account Manager, I was responsible for managing the campaign from briefing through to delivery, overseeing design, production, and final delivery of all campaign assets. I managed budgets and timelines, while working collaboratively with our internal creative, strategy and motion graphics teams, as well as external media agency and production houses, delivering all assets across on time and on budget.
