RECORDING ACADEMY OF LOS ANGELES Design & Branding WE ARE MUSIC WEBSITE by TBWA\Chiat\Day Los Angeles

WE ARE MUSIC WEBSITE

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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
Copywriter Avi Klein
Account Supervisor Mike Peditto
Released January 2012

Credits & Description

Category: Online Digital Design
Advertiser: RECORDING ACADEMY OF LOS ANGELES
Product/Service: 54TH 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 (TBWA\Chiat\Day)
Creative Director: Patrick Condo (TBWA\Chiat\Day)
Group Creative Director/Media Arts: Olivier Rabenschlag (TBWA\Chiat\Day)
Assoc. Creative Director: Denise Zurilgen (TBWA\Chiat\Day)
Assoc. Creative Director: Eric Terchila (TBWA\Chiat\Day)
Senior Art Director: Andrew Reizuch (TBWA\Chiat\Day)
Copywriter: Avi Klein (TBWA\Chiat\Day)
Management Supervisor: James Aardahl (TBWA\Chiat\Day)
Account Supervisor: Mike Peditto (TBWA\Chiat\Day)
Director Of Creative Technology: Ricardo Diaz (TBWA\Chiat\Day)
Tech Lead: Tim Shea (TBWA\Chiat\Day)
Tech Lead: David Riegler (TBWA\Chiat\Day)
Tech Lead: Jon Bauer (TBWA\Chiat\Day)
Senior Digital Producer: Justin Taylor (TBWA\Chiat\Day)
Flash Lead: Patrick Matte (TBWA\Chiat\Day)
Flash Developers: Jefferson Jones (TBWA\Chiat\Day)
Lead Motion Designer: Kevin Reid (TBWA\Chiat\Day)
Front End Developer: Parker Ehret (TBWA\Chiat\Day)
Media placement: Grammys website - Online - 12 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 13 million comments.