How do make a beloved campaign fresh and new?

Involve the people who love it

Spotify Wrapped is a rare thing: a hotly anticipated recurring ad campaign. People make predictions about what the brand is going to do for weeks before it launches. That’s awesome, but it’s also a lot of pressure. So in 2022, Spotify tried something new: gamifying the entire experience. I was lucky enough to work on the campaign and send my mom photos of the billboards (how else do parents get what we do?)