Campaign details
Advertiser: The Recording AcademyBrand: GRAMMY AwardsAgency: TBWA Chiat/DayCountry: United States
Objectives
The Recording Academy tasked us with creating a content piece that would not just promote the show but help position the GRAMMYs as a culturally in-tune and relevant brand. They, like many other awards shows, had at times been criticized for being out of touch with popular tastes and for lacking in diversity. We set out to create something that could speak to all demographics and tastes; something that spoke to the power behind the music, whatever genre that may...