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52nd Annual GRAMMY Awards
How We Took the GRANNY Out of GRAMMYs

RAN IN: United States

CLIENT
The Recording Academy

AGENCY
TBWA\Chiat\Day Los Angeles *Lead Agency

Patrick O'Neill, Executive Creative Director
Niki Weber, Director of Digital Strategy
Ricardo Diaz, Director of Technology
David Riegler, Senior Developer
Shaun Rance, Senior Interaction Designer
Bob Rayburn, Creative Director
Patrick Condo, Creative Director
Kirk Williams, Senior Art Director
Eric Haugen, Senior Copywriter
James Aardahl, Management Supervisor


Visible Technologies


SUMMARY

The GRAMMYs were perceived as an irrelevant, out-of-touch award show celebrating a dying industry. We set out to make them relevant, establish connections with fans and increase ratings by focusing on one truth: artists do not make fans, fans make artists. GRAMMYs night is when fans come together to celebrate music. Why not make the fans our media, our talent and our big idea? Our campaign significantly increased ratings, generated tremendous buzz and gave the GRAMMYs a modern makeover which renewed its street cred with fans and CBS.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, OOH, Events, Consumer Involvement

Audience: Launch or relaunch a brand/product,Build or change corporate image,Speak to men,Speak to women,Speak to brand influencers, Speak to Young Men,Speak to Young Women

Type: Business to Consumer

Classification: National

Language: English