Spotify has launched its 2020 UK Wrapped campaign, with a focus on ‘gratitude and resilience’ across out-of-home (OOH), paid social, online video, connected TV (CTV), and broadcaster video-on-demand (BVOD) at the end of what has been a difficult year.

The music streaming platform is leveraging OOH and social to create what it is calling a ‘global circle of gratitude’ for some of the world’s biggest artists, podcasters, and everyday playlist creators. Spotify wants people to find beauty in the chaos through its imagery and is pairing these images with reflections on 2020, including showing gratitude to Captain Tom, and to Glasgow for being home to Lewis Capaldi.

For the first time, Spotify will create a TikTok Hashtag Challenge, where influencers and users will be invited to share their ‘Top Genre’ from their #2020Wrapped and bring it to life in a video.

Spotify has also partnered with Acast for podcast audio ads, formed a media partnership with The Guardian, and created a Lovein Ireland activation on social with IGTV interviews with Irish talent. Then there’s the films of Spotify listeners sharing why they are thankful to their favourite music and podcast creators.

“Wrapped is our flagship marketing initiative of the year – offering listeners and creators a personalised opportunity to explore, celebrate and reflect on their year through the lens of audio and culture,” said Olga Puzanova, Spotify UK/IE Marketing Director. “In a year of ups and downs, we wanted to remember those whose work helped us get through the tough times. From the fans and listeners, to the artists and podcast creators, we wanted to show our gratitude for all of their amazing contributions in 2020.”