Spotify ups its cool game with slick data campaign

The immensely popular Swedish music service Spotify, just upped its cool game. Spotify has tapped into all of its rich (and huge) archive of listener data and come out with a new global out-of-home ad campaign. It's largest Out-Of-Home endeavour yet, the campaign includes bizarre user habits that Spotify has recorded throughout 2016.

The project, with the message 'Thanks, 2016, it's been weird', has been developed by Spotify's internal creative team and was rolled out on Monday in the US, UK, France and Germany too. The campaign has used all the data to produce some humourous headlines. Sample this:

• "Dear person who played 'Sorry' 42 times on Valentine's Day, what did you do?"

• "Dear 3,749 people who streamed 'It's the End of the World as We Know It' the day of the Brexit vote, hang in there.

It's one of those refreshing occasions when data technology connects well with human emotion, and strikes an instant chord. We've curated the best of them for you.