Pharrell Williams' Hat & The GRAMMY Effect
The Recording Academy and TBWA\Chiat\Day have teamed for the eighth consecutive year to promote the 57th Annual GRAMMY Awards with the ad campaign "The GRAMMY Effect." The campaign is built around the insight that what happens on the GRAMMY stage transcends the show itself, creating iconic music moments that ripple through all parts of popular culture.
The latest campaign ad focuses on one of the most iconic representations of the GRAMMY Effect: the Vivienne Westwood hat worn by Pharrell Williams to the 56th Annual GRAMMY Awards in 2014. In conjunction with National Hat Day on Jan. 15, Williams' hat — which was purchased by Arby's for $44,100, with proceeds going toward his charity, From One Hand To Another — will be installed in the GRAMMY Museum in Los Angeles, where it will be on display through March 15.