Our first week at Spotify, we got briefed on the 20th Anniversary project. We were tasked to find a creative execution for a mini on-platform experience where users can learn their first ever streamed song.

We pitched the campaign platform: “Your Party of the Year(s)”: we’re not going to celebrate Spotify, we’re going to celebrate you.

We believed this moment should be bigger than just giving listeners their first song, so we pitched the idea of featuring more data stories: your Spotify birthday, most-streamed artist, total songs streamed, and a custom playlist for every user that features your all-time 150 songs.

As the campaign grew, we needed to ensure this moment felt distinct from the digital perfection of Wrapped. We leaned into the early-2000s era party aesthetic: indie-sleeze hot flash photography, stop-motion animation, and a handmade approach that embraces imperfection.

Flash-forward: we shattered records and reached 100 Million Engagers in 7 days and created the biggest on-platform experience (besides Wrapped) to date.