Spotify | Wrapped 2022
THE BRIEF
2022 was a strange year for everyone. With it being the first 'normal' year since the Covid-19 pandemic, it felt as though we were all learning how to live again. But maybe that's not such a bad thing. Teaching yourself how to live again means not caring what people think and doing what makes you feel good.
That feeling of 'live again' is what 2022 Wrapped hoped to achieve.
2022 was about embracing unpredictability, being unapologetically messy, oddly specific, intentionally juxtaposed, weirdly personal, and highly liberating. 2022 Wrapped was about empowering Spotify listeners and creators in Sub-Saharan Africa to flaunt every side of themselves in ways they can only do on Spotify.
CHALLENGE
Celebrate the different layers and complexities of how Spotify users in Sub-Saharan Africa (South Africa, Kenya, Nigeria) listened to music in 2022.
OBSERVATION
We all look forward to Wrapped, the anticipation comes with predictions that sometimes aren’t even close to what you get. So, let’s make sure your Wrapped is what you want to see.
Because this year’s Wrapped is a two-way street we want to make sure that through our different phases our audiences are engaged and playing with us.
TEASE PHASE
The intention of copy was to share personal music data stories you wouldn't want anyone to know...like that week that you had baby shark on repeat.
LAUNCH PHASE
LET’S PLAY WRAPPED. We used global assets here to turn 2022 Wrapped into a game for people in SSA to play at the same time.
