GRAMMY Awards: Compton

The Recording Academy, a music recording company, promoted the GRAMMYs in the US by launching a film that showed the roots of 7-time GRAMMY award winner Kendrick Lamar, with the message that greatness can come from anywhere.

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...

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