Taylor Swift Puzzle
Award: Shortlist
Shortlist / Entertainment / User Participation / 2024
Taylor Swift hit 26B+ streams in 2023, making her Spotify's Global Top Artist. Knowing Swift communicates with fans through cryptic clues and Easter eggs, we hid our top artist announcement in a puzzle. Each placement, a different piece for the Internet to put together. 21 clues. 11 countries. On billboards, on social, even hidden on Spotify. Swifties decoded the Top Artist reveal live on TikTok with thousands of viewers. As a reward to fans, Swift posted a film we created that brought the puzzle to life.It was so loved, Swifties turned our key visual into fan art, and even a physical puzzle.