Academy Unveils 51st GRAMMY Campaign
Academy teams with TBWA\Chiat\Day for "Celebrate The Music That Makes Us" promotional campaign
(For a complete list of 51st GRAMMY Awards winners, please click here.)
The Recording Academy and TBWA\Chiat\Day today unveiled the campaign to promote the 51st Annual GRAMMY Awards, which will air live on CBS Feb. 8 at 8–11:30 p.m. ET/PT. Once again, the award-winning Los Angeles-based agency created the campaign, titled "Celebrate The Music That Makes Us." The unique and visually appealing creative draws from the insight that music influences and inspires everyone.
"As a cultural event that inspires music fans everywhere, the GRAMMY Awards telecast is an opportunity to 'celebrate the music that makes us,' the way it makes us feel and the impact it has on our lives," said Evan Greene, Chief Marketing Officer of The Recording Academy. "This year's ad campaign brings this idea to life by highlighting the songs that influence and inspire several artists whose music has made a lasting impact on music lovers worldwide — creating even greater anticipation for Music's Biggest Night."
"We all have a song that inspires us, drives us or makes us feel better — music that makes you the person you are," said Rob Schwartz, executive creative director at TBWA\Chiat\Day. "This campaign celebrates the influence that music has on every one of us and asks the question: Do we make great music or does great music make us?"
The fully integrated campaign includes TV, out-of-home, print, and interactive advertisements and will highlight the songs that have influenced the people that have, in turn, influenced us. Portraits of diverse musicians were created using song titles that have inspired them in their careers and lives. Artists involved in the campaign are four-time GRAMMY winner and current seven-time nominee Coldplay, four-time GRAMMY winner Lenny Kravitz, current eight-time GRAMMY nominee Lil Wayne, GRAMMY winner and current three-time nominee Rihanna, 10-time GRAMMY winner and current six-time nominee Kanye West, 25-time GRAMMY winner Stevie Wonder, and two-time GRAMMY winner and current five-time nominee Thom Yorke of Radiohead.
The 51st Annual GRAMMY Awards will be held Feb. 8 at Staples Center in Los Angeles, and will be broadcast live in high-definition TV and 5.1 Surround Sound on the CBS Television Network at 8 p.m. (ET/PT). The show also will be supported on radio via Westwood One worldwide.