context.

Wrapped wasn’t new.
So in Vietnam, it had to feel fresh, or risk getting scrolled past.
The task: Make Spotify feel like it actually lives here, not visiting.

strategy.

Stop showing data. Start showing feelings.

Gen Z hides everything, except in their playlists. The music they loop at 2AM is the closest thing to honesty. So we show what Gen Z actually felt. Feelings they didn’t post about, but played on repeat.

We didn’t just “localize” Wrapped, we Viet-wrapped it.

creative concept & execution.

Introducing “FEEL WHAT’S REALLY REAL ON #SPOTIFYWRAPPED”

Instead of merely celebrating songs based on their statistical records, we aimed to highlight the real feelings and emotions they evoke in listeners.

We went beyond the numbers and created a series of creative assets that not only celebrated the top-trending songs but also emphasized the people and the genuine emotions they experienced while listening to these songs. What specifically? We turned Saigon into one big emotional fever dream: a thảm đỏ for the determined, a no-sadness room for the ones still not over it, a lovesick bus tour cruising the city, and yes, a bánh mì wrapped in rap bars drifting down the river!?!

Well, the feeds got hijacked. Even Duolingo showed up, because of course the messy green bird would. Wrapped didn’t roll out. It erupted.

impacts.

credits.

ECD: Paul B. Busschau
ACD: Hung Thai
Art Director: Ly Sei, Cu Thu
Copywriter: Phuong-Anh Nguyen, Duyen Nguyen, Duong Nguyen
Designer: Cuc Dang, Toki, Tu My, Luan Nguyen
Planner: Sunshine, Nhien Nguyen, Thanh Pham, Thuan Tran
Account: Trang Duong, Quynh Anh, Vinh Luong, Minh Luong
Production: Vic Dang, Trinity Team