Spotify 

There are times when you just want to listen to a few songs in secret without anyone EVER finding out. But we should always be clear about this: Thanks to user data, Spotify knows every one of those songs.

To draw something creative from this power, Spotify came up with a global outdoor campaign with the tagline "Thanks, 2016. You've been weird." ("Danke, 2016. Du warst schräg."), Spotify is showing various ads in over 14 markets that contain localised messages from Spotify, based on listener data and related to pop cultural events that were relevant this year.