Here at MOBO Media we’re following in the footsteps of offices everywhere and turning our attention to the wrapping up of another year. And just like there’s no Christmas without mince pies and drunken office parties, we can’t welcome in the New Year without seeing 2017 off in style.And it seems like we’re not the only ones. Last year, Spotify set the standard for end-of-year campaigns with their ‘Thanks 2016, It’s Been Weird’ out-of-home advertising, which saw commuters sharing their sadness at celebrity deaths and laughing together at playlists that summed up the nation’s political mood. Now, Spotify’s in-house creative team has launched another instant classic, themed around the concept of ‘2018 Goals.’Like their previous campaign, the streaming service’s latest offering uses rich data to paint an amusing picture of the people using their brand around the globe. So, expect to see popular locales like London underground stations adorned with the faces of celebrity musicians – and accompanied by some rather unusual facts.

“2018 Goals. Be as loving as the person who put 48 Ed Sheeran songs on their ‘I Love Gingers’ playlist,” one oversized banner proclaims. “Be significantly less proficient at goodbyes,” another reads, accompanied by data stating that the Sam Smith song Too Good At Goodbyes has been streamed a staggering 910,925 times in London alone.

Fun, irreverent and different, the campaign is set to raise smiles across Birmingham, Manchester and London, while the other side of the pond will see parallel stunts running in New York, LA and Miami. However, it’s the very British sense of humor displayed on the UK advertising that we really love – although perhaps not quite as much as Spotify users love Big Shaq. According to a poster currently gracing Tottenham Court Road station, his iconic track Man’s Not Hot has been streamed a somewhat unbelievable 42,756,267 times.

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