Your 2017 Wrapped allowed Spotify users to relive their year through music. Users were asked to guess who their top artist, top song, and top genre was. After unveiling the (no doubt surprising) results, the site then offered more data-based revelations including calculating the user’s ‘musical age’ and whether they skip songs more or less than the average listener. Included throughout were personalised playlists, including The Ones That Got Away – a selection of 2017 songs algorithmically selected for each user that they had somehow missed.

At the end of the experience, users were prompted to share a snapshot of their data on social. As these ‘share cards’ filled social feeds globally, they quickly inspired a meme of photoshopped parodies, including one by Comedy Central.

View all the winning work from The Annual 2018 here.

Entrant: Spotify. Chief Marketing Officer: Seth Farbman. VP, Brand and Creative: Jackie Jantos. Global Brand Director: Alexandra Tanguay. Global Creative Director: Alex Bodman. Global Brand Design Director: Rasmus Wangelin.Senior Art Director: Ellen Pai, Erik Herrstrom. Associate Brand Director: Christian Navarro. Senior Global Brand Manager: Payman Kassaie, Jonathan Chu. Global Director Integrated Production: Belinda Lopez. Senior Producer: Davis Najdecki. Global Director, Brand Strategy: Zach Pentel. Head of Marketing Strategy & Planning: Neal Gorevic. Global Consumer Marketing: Krista Scozzari, Antonia Moreland. Data Programme Manager: Sara Kayden. Data Science: Gordon Silvera, Gabriel Duncan. Production Partner: Active Theory.Managing Director: Nick Mountford. Creative Director: Andy Thealander. Interactive Director: Michael Anthony. Technical Director: Mike Chang. Senior Producer: Tara Conlin. Interactive Developer: Alex Bergin. Backend Developer: Giuseppe Rodriguez.