Spotify Wrapped 2025
Client: Spotify AU & NZ
Creative: Tom McMullan
Designers: Dan Martin & Mori Reyes
Agency: Akcelo Sydney
A campaign that really needs no introduction: using data to celebrate a whole year in music. This year, we partnered with Spotify to bring Wrapped to life across Australia and New Zealand, with their biggest and boldest rollout yet.
With a theme centred on connecting fandoms with the artists they’ve been streaming, we set out to create a range of activations featuring the likes of 5SOS and Don West, alongside the much-loved traditional OOH campaign. We even sent a helicopter into the sky over Sydney to announce that Wrapped had officially landed. How good!
The Rise of Dance Music
Dance music has been blowing up in Australia this year, so we wanted to launch Wrapped with something big. Enter: a chopper — and a certain DJ named Cyril. We flew a massive banner over Sydney announcing the launch, while Cyril performed a livestreamed DJ set from inside the helicopter. It doesn’t get much louder than that.
5SOS – Everyone’s a Star
Australia’s favourite boyband reunited just in time for Wrapped, so we marked the moment by creating their very own walk of fame (inspired by their album title Everyone’s a Star.) Fans came down to check out the band’s handprints, snap a photo, and even add their own star to the walkway. And for the superfans who could prove they were top listeners? They walked away with exclusive signed merch.
Don West – The Northern Beaches
Don West has had a meteoric rise this year — he’s basically the soul of the Northern Beaches. So how do you bring his listening stats and his story together? You fill a billboard with Northern Beaches sand, of course. All 130 million grains of it (give or take). One for every stream in 2025.
Wrapped Clubs
Spotify introduced a new feature in 2025 called Spotify Clubs — groups you’re sorted into based on your listening habits. So we opened a hole-in-the-wall–style keycutter where people could flash their Wrapped Club and score a free matching keychain. And to make it even more personal, we engraved each person’s listening minutes on the back.
Unsurprisingly, people love free stuff — the queues wrapped around the block at both the Melbourne and Sydney pop-ups.
And that’s a wrap.