Having joined the Swedish audio streaming brand in 2016, Spotify UK and Ireland marketing director Olga Puzanova is now on her fourth 'Wrapped' campaign.
The challenge this year was to keep that trademark sense of fun, while also paying tribute to the difficulties all of us faced amid Covid-19. With that in mind, Wrapped 2020 has taken on a more purposeful hue, grouped around twin themes of gratitude and resilience.
“The expectations around Wrapped each year are huge,” Puzanova explains. “We definitely felt that there was more to be recognised than just a joyful celebration, so it was about trying to find this unique perspective and to generate this positive momentum in the midst of everything that’s been going on. Finding the right tone, especially this year, was more important for us than ever.”
Saying thanks, not just to frontline staff and care workers, but also to members of the creative industry - with musicians in particular having endured a tough time over the past 12 months - is at the heart of the campaign. Puzanova talks of connections and community, and much of Wrapped’s focus reflects creators and consumers supporting each other during tough times.
“Gratitude and resilience are two themes that have been so universal this year,” she says.