Another year creeps towards its end. As the world tries to find its way through life’s new irregularities, some brands like Spotify are embracing the weird by identifying the collective normal. The brand unleashed its Spotify “Wrapped” campaign, featuring a host of fan favorite content throughout 2021. Each spot in the campaign focuses on what classifies as “normal” through the listening habits of those who subscribe to its service.

What’s also interesting, is that Spotify is able to leverage the vast wealth of data across its entire user base to create a unique experience that people can relate to—on a global scale—through their shared listening experience.