BON IVER by TBWA\Chiat\Day Los Angeles for RECORDING ACADEMY OF LOS ANGELES

BON IVER

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Industry Shows, Events & Festivals
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day Los Angeles
Executive Creative Director Patrick Oneill
Creative Director Bob Rayburn, Patrick Condo
Art Director Denise Zurilgen
Copywriter Eric Terchila
Designer Jenn Kutchey
Account Supervisor Mike Peditto
Illustrator Justin Maller
Released January 2012

Credits & Description

Category: Illustration
Advertiser: RECORDING ACADEMY OF LOS ANGELES
Product/Service: 54TH ANNUAL GRAMMY AWARDS
Agency: TBWA\CHIAT\DAY
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Executive Creative Director: Patrick O'Neill (TBWA\Chiat\Day)
Creative Director: Bob Rayburn/Patrick Condo (TBWA\Chiat\Day)
Associate Creative Director: Denise Zurilgen/Eric Terchila (TBWA\Chiat\Day)
Art Director: Denise Zurilgen (TBWA\Chiat\Day)
Copywriter: Eric Terchila (TBWA\Chiat\Day)
Designer: Jenn Kutchey (TBWA\Chiat\Day)
Illustrator: Justin Maller
Management Supervisor: James Aardahl (TBWA\Chiat\Day)
Account Supervisor: Mike Peditto (TBWA\Chiat\Day)
Account Executive: Daryl Conui (TBWA\Chiat\Day)
Art Producer: Sabrina Bajaj (TBWA\Chiat\Day)
Print Producer: Matthew MacDonald (TBWA\Chiat\Day)
Traffic Manager: Jane Martin/Alisa Arnold (TBWA\Chiat\Day)
Media placement: Poster - Wild Posting - 1 January 2012

Describe the brief from the client
The Grammys' goal was to change the current perception that the show has become antiquated and to increase viewership among the 18-34 target.

Describe the challenges and key objectives
Our objective was to create more than just another limited-run award show tune-in campaign.

Describe how you arrived at the final design
By partnering with a wide range of contemporary artists, we were able to discover the unique emotions of Grammy artists and their songs.

Give some indication of how successful the outcome was in the market
The design of the campaign contributed to the second most watched Grammys ever - and the biggest night in the history of social media - with over 13m comments.