Leo Burnett's Campaign For Spotify ‘Wrapped’ 2021 Perfectly
It’s that time of the year when Spotify India, unveils its much-awaited Wrapped campaign. This year’s campaign is a celebration of a weird year and the even weirder us. Using this year wrapped data, Leo Burnett India has created a quirky outdoor campaign that referenced all the events of 2021 which would have been weird for any other year, but was absolutely normal for the year.
2021 was a year that redefined our definition of normal and everything that would have been otherwise weird was considered absolutely okay. Wrapped 2021 is about the infinite number of ‘normals’ that exist now. A platform that makes every Spotify listener feel celebrated for the uniqueness, weirdness and eclectic-ness of their Wrapped.
The quirky ‘Totally normal for 2021’ outdoor campaign includes over 100 plus creatives across Mumbai and Delhi, where every creative is designed to instinctively connect with the events of 2021. For e.g. In a year of no parties, it was totally normal for Badshah to rap about water – Paani Paani streamed 24, 509, 256 + times in 2021; or When offices opened Arijit caught our feelings. Aabaad, Barbaad streamed 26, 177, 121 + times or The year we vaccinated 100 crore people: Kanta Lagaa streamed 3, 666, 976 times and many more.
Speaking about the campaign Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett said “Year 2021 has been anything but normal, and yet everything was normal for this year. And we decided to play on this insight and create a fun outdoor campaign for wrapped. Using the Spotify wrapped data we juxtaposed it with events which in any other year would have been weird but for 2021 was totally normal and created an outdoor campaign with the signature Spotify wit and humour making the wrapped results more relatable and fun for everyone.”
Adding further, Vikram Pandey (Spiky), National Creative Director, Leo Burnett India said “We had a blast matching events of 2021 with listening data from Spotify. What’s cool about this campaign is that a lot of our hoarding has been clicked and shared on social as memes.”
