The Grammys, The Grammy Awards 

CULTURE IS MADE AT THE GRAMMY AWARDS…

The Grammy Awards are the ultimate celebration of music. With more and more awards shows proliferating, the Recording Academy knew they needed to reclaim their authority and This year the Grammys tasked us with bringing even more strategic insight to shape the campaign to celebrate the Grammys.

The Insight:

The Grammys had always focused mostly on celebrating the music and the artists who are honored each year at the awards. However, the show had never celebrated the cultural impact that the show has itself. Over the years, the awards had established itself as a night that triggers cultural impact for the year ahead, and people couldn’t wait to see each year how culture would be impacted.

IDEA:

The Grammy Effect. What happens on the Grammys stage transcends music and ripples through every aspect of popular culture. The Grammy Effect was an infectious idea brought to life across TV, outdoor, print, branding, and social media. The idea was deemed to be compelling enough to be carried through into event collateral as well, including tickets.

The idea was covered in several key publications, created significant cultural impact and generating attention and suspense for the year’s awards show (The Grammys, Creativity, The Drum)