“SPOTIFY UNVEILED 21 PUZZLE PIECES ON BILLBOARDS
AROUND THE GLOBE”
Variety
Knowing Swift communicates with her fans through cryptic clues and easter eggs, we decided to announce it in the same way.
Shot by Floria Sigismondi.
21 PUZZLE PIECES,
10 COUNTRIES,
48H
SOLVING THE PUZZLE
Swifties all over the world started to pick up on these easter eggs
and took to social to solve this puzzle in a massive international collaborative effort.
and took to social to solve this puzzle in a massive international collaborative effort.
ANNOUNCEMENT
Once the Swifties of the world solved the puzzle on social, all placements were flipped to announce
Taylor Swift as Spotify’s Artist of the Year 2023.
Taylor Swift as Spotify’s Artist of the Year 2023.
“THE EASTER EGGS CULMINATED IN A FILM THAT NODS TO TOUCHSTONES IN THE SWIFT-VERSE”
Variety
Finally, we released the full length announcement video which the puzzle pieces came from,
containing hundreds of easter eggs and iconography about Taylor’s iconic year.
containing hundreds of easter eggs and iconography about Taylor’s iconic year.