It’s been a
long time coming…
Taylor Swift has had an incredible year in 2023. A record-breaking, billionaire-making, 10 eras-in-one kinda year. In order to celebrate an artist of this magnitude, we had to have a campaign that would match. To announce this year’s Global Artist of the Year, we decided to have the Swifties themselves piece it together and announce it.
21 puzzle pieces, 10 countries, 48 hours
In a span of 48 hours we released 21 puzzle pieces on social, on-platform, and in 13 billboards across the globe.
Social
On social, we utilized Spotify’s regional IG handles to post 2 pieces of the puzzle. We also enlisted Taylor’s official fan account @TaylorNation to post a puzzle and hint to where some others may be hiding.
On-Platform
On-platform we hid 3 puzzle pieces in Spotify’s new product feature “Clips” in which artists can upload images/videos to a playlist in order to further contextualize it. This not only got people streaming during their search, but also educated them about this new product feature. And it might have worked so well that Spotify may or may not have crashed from all the Swifities flocking to the platform.
The Reveal
Once the Swifties cracked the code, we flipped all 13 billboards to the full illustration announcing Taylor as the Global Top Artist of the year, with a longform film that further expanded the world of 100+ easter eggs seen in the puzzle. The song we chose, “Cruel Summer”, was not only the top Taylor song of 2023, but also a song that doesn’t have a music video attached to it. We gave fans their flowers for all their passion, and yet another reason to “clown” about Miss Swift.
