The GRAMMYs: GRAMMYcam
Agency: TBWA Chiat Day LA
Summary
The GRAMMYs were lost in a tired category of awards shows. While it remains the most prestigious of music awards, standing out during awards season was a challenge — especially when they all looked and behaved the same.
Our goal was to reassert leadership for the GRAMMYs.
Looking outside of the category, we noticed a key disconnect in the way we interacted with idols on a daily basis, versus how it happened on the big stages. Watching our favorite artists on stage from a distance didn't feel like 2016 —...