Spotify’s Global Top Artist 2023

Since Taylor Swift communicates with fans through cryptic clues and Easter eggs, Spotify hid its Top Artist announcement in a puzzle. Each media placement was a different piece for the Internet to put together.

With 21 pieces scattered around the world, Swifties immediately realized that this was a Taylor-coded puzzle with a hidden message. Together they deciphered the clues on social media with hundreds of thousands of live viewers.

What started as an OOH campaign became a social game for Swifties across sixteen time zones. Once they solved the puzzle, each billboard flipped from a clue to the final reveal.

Designed at Spotify

Design: Erin Safreno, Steven Conaway
Creative Direction: Lauren Ferreira, Jackie Moran, Derek Wright, Ron Lam
Brand: Simone Jackson
Production: Genesis Flores