RECORDING ACADEMY OF LOS ANGELES Case study MUSIC IS LIFE IS MUSIC by TBWA\Chiat\Day Los Angeles

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MUSIC IS LIFE IS MUSIC

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Industry Shows, Events & Festivals
Media Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Associate Creative Director Eric Haugen, Gage Clegg, Becca Morton, Kirk Williams
Executive Creative Director Patrick Oneill
Creative Director Bob Rayburn, Patrick Condo, Olivier Rabenschlag
Art Director Eze Blaine, Geo Panchame
Account Supervisor Mike Peditto, Jennifer De St Remey
Editor Donald Andrews
Released February 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: RECORDING ACADEMY OF LOS ANGELES
Product/Service: 53RD ANNUAL GRAMMY AWARDS
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Dec 31 2010
Entry URL: http://www.musicislifeismusic.com
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Executive Creative Director: Patrick O'Neill (TBWA\Chiat\Day)
Creative Director: Bob Rayburn (TBWA\Chiat\Day)
Creative Director: Patrick Condo (TBWA\Chiat\Day)
Creative Director: Olivier Rabenschlag (TBWA\Chiat\Day)
Associate Creative Director: Kirk Williams, Eric Haugen (TBWA\Chiat\Day)
Associate Creative Director: Becca Morton, Gage Clegg (TBWA\Chiat\Day)
Sr. Art Director: Brandy Cole (TBWA\Chiat\Day)
Art Director: Geo Panchame, Eze Blaine (TBWA\Chiat\Day)
Sr. Copywriter: Charlie Stephenson (TBWA\Chiat\Day)
Director of Creative Technology: Ricardo Diaz (TBWA\Chiat\Day)
Producers: Jane Krull, Rob Saxon, Stephanie Dziczek, Anh-Thu Le, Richard O'Neill (TBWA\Chiat\Day)
Digital Producers: Keith Bellinger, Robbie Veltman (TBWA\Chiat\Day)
Interaction Designer: Kathrin Hoffman (TBWA\Chiat\Day)
Sr. Flash Developers: Patrick Matte, Jason Woan, David Riegler (TBWA\Chiat\Day)
Tech Leads: Tim Shea, Jon Bauer (TBWA\Chiat\Day)
Director of Digital Strategy: Niki Weber (TBWA\Chiat\Day)
Management Supervisor: James Aardahl (TBWA\Chiat\Day)
Account Supervisor: Jennifer De St Remey (TBWA\Chiat\Day)
Account Supervisor: Mike Peditto (TBWA\Chiat\Day)
Media placement: Website - musicislifeismusic - 11/29/2010
Media placement: Mobile App - Apple App Store, Android App Store - 11/30/2010
Media placement: Print - People, DeltaSky - 1/5/2011
Media placement: TV Campaign - CBS - 1/5/2011
Media placement: Web Videos-2 spots - MTV.com, Youtube, Musicislifeismusic.com, Artist sites - 1/5/2011
Media placement: Bus Shelters - 4 Executions - Los Angeles, Chicago, NYC - 1/15/2011
Media placement: OOH Bulletins - 6 Executions - Los Angeles, Chicago, NYC - 1/15/2011
Media placement: Wild Postings - 4 Executions - Los Angeles, Chicago, NYC - 1/15/2011
Media placement: Mobile Advertising - Google Mobile (AdMob) - 2/7/2011
Media placement: OLA - TV.com, TVGuide.com, Y! TV, OMG, Perez Hilton, People.com - 2/7/2011
Venice Beach Editorial:
Executive Producer: Hunter Conner
Editor: Donald Andrews
Describe the campaign/entry
Everyone has a musical journey, with memories tied to certain songs and locations. MusicIsLifeIsMusic is a multi-platform campaign for the 53rd Annual GRAMMY Awards that allows fans to create and share their own musical histograms online or with a mobile app. Fans can also follow the musical journeys of their favorite GRAMMY nominated artists.
Describe how the campaign/entry was launched across each channel in the order of implementation
The GRAMMYs’ goal was to celebrate music and increase viewership among the 18-34 target. Our objective, therefore, was to create more than just another limited-run award show tune-in campaign. To accomplish this, the GRAMMY brand needed to be more relevant, more personal and more useful to music fans year-round. MusicIsLifeIsMusic began with the launch of the MusicIsLifeIsMusic.com site and the MusicMapper app. They were followed by the periodic release of films, posters, digital banners and out-of-home executions. Each tracing the footsteps of select GRAMMY nominated artists, from difficult upbringings all the way to the GRAMMY stage.
Give some idea of how successful this campaign/entry was with both client and consumer
This year’s GRAMMY Awards was up 3% over last year’s show, making it the most watched GRAMMYs in 10 years, drawing 26.7 million viewers, and bucking a downward trend among other music award shows this season. It was the youngest skewing audience since 2004. And it beat American Idol for the week’s top spot. What’s more, during the show, it accounted for 70% of all hashtags on Twitter.