At the end of 2019 Spotify joined the best-of-decade fun with a new personalised feature called Wrapped, which allowed users to see their most-streamed songs and artists from the past decade. The decade saw the breakthrough of artists like Drake and Ariana Grande, plus the explosion of K-pop and bands like BTS.
To help build hype around Spotify’s 2019 A Decade Wrapped campaign we created two head-turning special builds that each incorporated an interactive element. The first one we produced was for Ariana Grande, it took inspiration from her recent song 7 rings to include some zingy neon lighting as featured in the music video, but also from thank u, next, which spurred on the idea of creating a giant light switch, which passers-by could press to change the colour of the frame around the billboard.
We dedicated the second special build to festive diva, Mariah Carey, focusing on the streams of All I Want For Christmas. It featured Christmas trees on top of the billboard, and a giant Mariah in December to showcase the huge number of streams that month. It was our goal to make it as Christmassy as possible and what better way to do this than to create a winter wonderland using snowfall at the push of a button.
- Campaign to promote Spotify’s A Decade Wrapped
- Two interactive special builds