Spotify and Sony Music have tasked Byte London – the marketing technology agency of choice for forward-looking, fast-growing brands – with creating a fun festive AR effect that lets people transform themselves into George Michael, as seen on the original record cover of Wham!’s Last Christmas.
The effect celebrates Wham!’s much-loved festive legacy by giving users George Michael’s classic 80s hairdo and earring, while recreating the record cover’s unforgettable design by dressing the user in a Santa hat. Naturally, Last Christmas plays while the AR effect is active.
Timed to coincide with the release of the George Michael-endorsed film that shares the song’s name, Spotify and Sony Music commissioned Byte to create the effect as part of a campaign to get the classic Christmas pop song back to number one in the festive charts.
Available on Instagram, the effect is being promoted through paid media alongside social support from Last Christmas film talent and additional artists.