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Spotify Wrapped 2023 in Vietnam
I and the team caused a global icon to go local—and loud.
In 2023, Spotify brought its biggest moment of the year—Wrapped—to Vietnam for the first time ever. And they came with a challenge: make Wrapped the topic. Not a recap. Not a banner. A full-on cultural spark.
Our response? KEEP IT REAL—a campaign rooted in raw authenticity, Gen Z energy, and Vietnam’s unmistakable vibe. From concept to execution, we built a digital-first experience that felt personal, scrollable, and socially irresistible.
The result? Wrapped made noise. Then made the shortlist. Then made the stage—winning Bronze for Best Branding Campaign at the TikTok Ad Awards Vietnam 2024.
This was born in 2023.
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