WE'RE ALL FANS by TBWA\Chiat\Day Los Angeles for Recording Academy

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WE'RE ALL FANS

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Industry Consumer & Public services
Media Print, Magazine & Newspaper
Market United States
Agency TBWA\Chiat\Day Los Angeles
Executive Creative Director Patrick Oneill
Creative Director Bob Rayburn, Patrick Condo
Digital Creative Director Olivier Rabenschlag
Released January 2010

Credits & Description

Category: Community Applications
Advertiser: RECORDING ACADEMY OF LOS ANGELES
Product/Service: 52ND ANNUAL GRAMMY AWARDS
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Entry URL: http://www.wereallfans.com
Chief Creative Officer: Rob Schwartz (TBWA \ Chiat \ Day)
Executive Creative Director: Patrick O'Neill (TBWA \ Chiat \ Day)
Creative Director: Patrick Condo (TBWA \ Chiat \ Day)
Creative Director: Bob Rayburn (TBWA \ Chiat \ Day)
Digital Creative Director: Olivier Rabenschlag (TBWA \ Chiat \ Day)
Assoiate Creative Director: Ed Mun (TBWA \ Chiat \ Day)
Associate Creative Director / Associate Director: Kirk Williams (TBWA \ Chiat \ Day)
Associate Creative Director / Copywriter: Eric Haugen (TBWA \ Chiat \ Day)
Digital Production Program Manager: Keith Bellinger (TBWA \ Chiat \ Day)
Senior Flash Developer: David Reigler (TBWA \ Chiat \ Day)
Senior Flash Developer: Jason Woan (TBWA \ Chiat \ Day)
Senior Flash Developer: Brett Walker (TBWA \ Chiat \ Day)
Senior Flash Developer: Patrick Matte (TBWA \ Chiat \ Day)
Tech Lead: Tim Shea (TBWA \ Chiat \ Day)
Tech Lead: Jon Bauer (TBWA \ Chiat \ Day)
Quality Assurance: Lester Broas (TBWA \ Chiat \ Day)
Quality Assurance: Walter Velasquez (TBWA \ Chiat \ Day)
Director of Production: Derek VandenBosch (TBWA \ Chiat \ Day)
Director of Creative Technology: Ricardo Diaz (TBWA \ Chiat \ Day)
Strategist: Niki Webber (TBWA \ Chiat \ Day)

English Synopsis
As an award show for a struggling industry, the GRAMMYs were experiencing dwindling ratings and the perception of being out-of-touch. The WE’RE ALL FANS campaign aimed to change this by celebrating the fans as the true pulse of music. Fan-generated social media content was aggregated in real time to create living, breathing portraits of GRAMMY-nominated artists. All of the campaign elements – posters, broadcast spots, the website, digital media, and even in-show graphics – were built from actual fans’ social media content. As a result, the 52nd GRAMMYs telecast received 26 million viewers – a 35% increase over 2009.