Leo Burnett India has come up with an outdoor campaign for Spotify India’s Wrapped campaign. It has references to all the events of 2021 which would have been weird for any other year, but were absolutely ‘normal’ for this year.
As a year 2021 redefined many definitions of ‘normal’, owing to the pandemic and other factors, and Wrapped 2021 is about the infinite number of ‘normals’ that exist now.
The ‘Totally normal for 2021’ outdoor campaign includes over 100 plus creatives across Mumbai and Delhi, where every creative is designed to instinctively connect with the events of 2021.
For example, in a year of no parties it shows that singer Badshah’s rap song– Paani Paani streamed 24, 509, 256 + times; or as offices reopened Arijit Singh’s song, Aabaad, Barbaad streamed 26, 177, 121 + times.
Rajdeepak Das, CEO and Chief Creative Officer – South Asia, Leo Burnett, said, “Year 2021 has been anything but normal, and yet everything was normal for this year. And we decided to play on this insight and create a fun outdoor campaign for Wrapped. Using the Spotify wrapped data we juxtaposed it with events which in any other year would have been weird but for 2021 was totally normal and created an outdoor campaign with the signature Spotify wit and humour making the wrapped results more relatable and fun for everyone.”
Vikram Pandey, National Creative Director, Leo Burnett India, further said, “We had a blast matching events of 2021 with listening data from Spotify. What’s cool about this campaign is that a lot of our hoarding have been clicked and shared on social platforms as memes.”