Spotify’s “Wrapped” campaign is live for 2022, and even if you missed it being shared by all of your friends and family on social media this week, you will probably see it if you happen to walk through Canada’s busiest intersection.

The annual year-end campaign is built around a feature within the app that provides users with insights to their listening habits from the past 12 months, from most-listened to artists and songs to the genres and moods that people listen to through different parts of the day. All of this info is presented in highly shareable graphics, primed to help the streaming platform get some earned media.

But on the paid side, Spotify turns that data into a global campaign in 24 markets, including Canada, which provide localized insights into each country’s listening habits.

As in past years, the Canadian component of this year’s “Wrapped” campaign leans heavily on digital out-of-home, including a rotation of creative through eight high-impact placements in Toronto’s Yonge Dundas Square. It also features digital creative on Twitter, Instagram and YouTube.

Just under 3 million pedestrians are expected to walk through Yonge Dundas Square in December, with 478,000 vehicles passing through the intersection.

Canadian artists featured in this year’s campaign include Johnny Orlando, Mother Mother, Nickelback, Tate McCrae, Adria Kain and Ikky.

Some of these are among the country’s most played, but others focus on interesting facts (like Shania Twain’s “comeback year,” earning 9.6 million streams in Canada) or references to lyrics that will be instantly recognizable to fans (like from Savannah Ré’s “Last One”), presented this year in a quiz format.

UM is Spotify’s media agency. Argyle provided PR support.

This fall, Spotify leaned into the personalization aspect of its brand in its B2B campaign. Previously, it also activated around being a personalized streaming service by creating unique Bingo cards with agency Sid Lee.