Play Wrapped
Spotify — Wrapped Year In Review, 2022
Every year, Spotify makes their listeners feel extra special by reflecting on what they spent those 365 days listening to. But this year, we added a twist, (a skip, and a hop) by gamifying our listener’s data. We don’t want you to just share your Wrapped — we want you to play it.
We took an unexpected journey to Barcelona…
In collaboration with FC Barcelona’s marketing team, we created Guess My Wrapped — a card game that challenges FCB players to guess each other’s Wrapped 2022 results.
We geared fans up to receive their own year in review by sharing the unscripted matches between teammates across social. On launch day, our players’ listening data took over Spotify Camp Nou stores, testing fans team knowledge as they shopped.
…meanwhile, we were still busy back home in NYC.
We crafted a game made for real New Yorkers. Using New York City -specific listening data, we built an interactive board in Manhattan. We designed the board with four games — maps, fill-in-the-blank, matching, and tap-to-reveal. Each game came to life on a touchscreen surrounded by colorful Wrapped walls. This location-based game expanded to key cities across the U.S.
MY ROLE — Senior Art Director
CLIENT — Spotify
GLOBAL GCD — Marie Ronn
CREATIVE DIRECTOR — Oriel Davis-Lions
CD & DESIGNER — Bruno Borges
SENIOR COPYWRITER — Mia Madrid
CREATIVE TEAMMATES — Astrid Andujar, Deirdre Hering, Elise Harven, Emily Berger, Erin Safreno, Gus Solís
BRAND MANAGERS — Angela Leffell, Melanie Eisen, Nicole Roman
PRODUCTION PARTNERS — FCB, Rapport