Client: Spotify, 2018
The Problem
Spotify's 2018 Wrapped campaign celebrated the biggest hits of the year globally. But for Indonesia and the Philippines, hits alone weren't enough. The campaign needed to feel like it was speaking directly to each country's cultural moments, not just reflecting a global playlist back at them.
The Idea
Every win, big or small, deserves a hit soundtrack.
We created two light-hearted films that paired each country's biggest Spotify hits with the moments that defined their year. From scoring your first job to being accepted to who you are, we rooted the global Wrapped platform in the everyday wins that Indonesians and Filipinos actually recognised as their own.
My Role
As lead copywriter, I developed both films end-to-end with my art director, working within Spotify's global Wrapped platform to find the local cultural moments that made each execution feel native to its market.
The Result
Both films successfully localised Spotify's global Wrapped campaign for Southeast Asia, extending the platform's reach into two of the region's largest and most culturally distinct markets.