Spotify celebrates what music fans have been listening to through its 2021 Wrapped campaign, while shining a light on the many different “normals” that emerged this year – each representing what is now considered “totally normal”. 

This year’s marketing campaign lands in Egypt and Saudi Arabia featuring artists who were part of the region’s audio journey for 2021 such as Masked Wolf, Yasser Abdulwahab, Aseel Hameem, Mohamed Hamaki, Issam Alnajjar, Nancy Ajram and more. The campaign is running through a mix of channels including out-of-home advertising, online video, digital banners, cinemas, Twitch, outdoor experiential activations and the Spotify app itself. 

While the heart of the Wrapped marketing campaign is OOH, this year the campaign returns with more data-driven copy delving further into key local culture trends.  As a new addition to this year’s creative, Spotify not only celebrates top artists, but also spotlights what a “totally normal” playlist looked like in 2021. With Saudi Arabia’s numerous noteworthy highlights this year– from the opening of the Bahrain bridge for Saudis to travel to their neighbouring country, to returning to schools, and to unwinding at beach chalets for fresh air and less traffic – the creative features playlists for all these moments. Additionally, in recognition of  the influence of today’s curation generation, Spotify collaborated with Egypt’s leading content creator Khaled Mokhtar on an exclusive playlist titled مش جايلي نوم” (I can’t Sleep).  

Taking meme culture even further, Spotify is highlighting the dancing cactus that had Egyptians talking about it all year. Spotify is bringing this to life by setting up its very own dancing cactus at City Center Almaza. Throughout December 23rd and New Year’s Eve weekends the cactus will sway to Wegz’s latest hit “Keify Keda.” 

The campaign also includes short fan films distributed across social and digital channels. The films focus on the variety of “normals” created on Spotify every day, where podcasts, playlists, genres, songs, and culture collide, such as Billie Eillish being featured on 265+ garden playlists in 2021 to how 7,600+ people listened to both Doja Cat and the Extraterrestrial podcast this year.