This approach is similar to Wrapped, which delivers personalized year-in-review playlists and content for users and has become one of the streaming giant’s biggest marketing moments. 

Created in-house, the new campaign will run across digital, social and out-of-home sites in the U.S., Canada, U.K., Ireland and Australia before expanding to more markets in the coming months. 

“Spotify’s world-class personalization is at the heart of this campaign, celebrating the unique relationship between each listener and their Spotify,” Marc Hazan, vice president of marketing and partnerships at Spotify, said in a statement. “Our goal is to capture those hyperpersonal moments that occur when fans use Spotify. With our products and features, we strive to connect fans with the audio they love in a way that can’t be found anywhere else.”