The Recording Academy® and TBWA\Chiat\Day have teamed for the seventh year to promote the 56th Annual GRAMMY Awards® with the advertising campaign “Music Unleashes Us.” The 56th Annual GRAMMY Awards, to be held on Sunday, Jan. 26, 2014 in Los Angeles. The Music Unleashes Us campaign taps into the insight that human beings have natural, sometimes uncontrollable, visceral reactions to music. Laughing, crying, screaming or dancing — “Music Unleashes Us.” Executions will appear on TV, in print and out of home and across digital and social platforms.
This year’s immersive campaign launches with four films — “Anthem,” featuring a soundtrack from Eminem, started broadcasting during “The GRAMMY Nominations Concert Live!!” on Dec. 6. The film celebrates iconic music moments and past GRAMMY Awards telecast performers, along with candid moments where music unleashes their fans.
The additional three films, “Treadmill”, “Donut Shop” and “Drive”, take on a comedic twist, featuring soundtracks from Katy Perry, Macklemore & Ryan Lewis and Pink & Nate Ruess. Music fans are seen being emotionally unleashed by listening to the artists’ music.
The Music Unleashes Us campaign will feature the first-ever “backmasked” rich media film. Much like when the famed artists of the 70s backmasked their albums, the film featuring the music of Macklemore & Ryan Lewis will reveal hidden footage when played backwards.
On Instagram and Vine, the campaign will produce a series of short films that showcase people being unleashed by music. Uploaded with the tag #MusicUnleashes, viewers are encouraged to share clips of friends and perfect strangers “busting out moves.” Along with the videos, GIFs of unleashing moments will be available for sharing on GRAMMY.com. The interactive campaign and GRAMMY.com site will also have the support of web banners modeled after the campaign’s print and outdoor artwork.
Print ads feature Taylor Swift (Music Unleashes Stories), Macklemore and Ryan Lewis (Music Unleashes Independence), and P!nk (Music Unleashes Rebellion).
The Music Unleashes Us campaign was developed at TBWA\Chiat\Day by chief creative officer John Norman, executive creative directors Fabio Costa, Patrick O’Neill, creative directors Bob Rayburn, Rick Utzinger, senior art director Jenn Tranbarger, senior copywriter Anne Sanguinetti, art director Brianna Lohr, account directors Michele Tebbe, Michael Peditto, account supervisor Daryl Conui, assistant account executive Alex Belliveau, group planning director Rad Tollett, associate director (communications strategy) Ian Carey.
Print work was overseen by director of art production Karen Youngs, art producer Kate Pollack, executive print producer Kerri Sparkman, project manager Holly Prine, studio artist Riki Komachi, prepress team E-Graphics, typographer Si Scott, illustrators Douglas Alves, Murilo Maciel (Macklemore & Ryan Lewis), senior art director Brandy Cole (Taylor Swift, P!nk).
Digital work was overseen by executive digital producer Justin Taylor, producer Noah Luger, QA leads Lester Broas, Walter Velasquez, junior art director Brett Pfeiffer.
Broadcast work was overseen by executive director of integrated production Richard O’Neill, senior producer David Hoogenakker, director of business affairs Linda Daubson, executive business affairs manager Lisa Lipman, senior business affairs manager Mimi Hirsch, senior broadcast traffic manager Jerry Neill.
Filming (Treadmill, Donut Shop and Drive) was shot by director Geordie Stephens via Tool of North America with executive producers Brian Latt, Oliver Fuselier, Danielle Peretz, Dustin Callif, producer Jeff Tanner and director of photography Stefan Czapsky.
Editing was done at Venice Beach Editorial with executive producer Hunter Conner, associate post producer Orlee Klempner, senior editor Greg Young and assistant editor Cutler Gray.
Post production for Anthem was done at The Mill by producer Adam Reeb, production coordinator Jesse Looney, line producer Lee Buckley, production assistant Luke Scott, editor Luke Kraman, design and animation team Justin Sucara, Justin Demetrician, Byron Slayghbaugh, Matthew Darnall and Kyle Moore, art support Clare Carrells.
Post production for the other videos was one at MPC by executive producer Asher Edwards, producer Abisayo Adejare, senior VFX artist Mark Holden, VFX artists Ben Davidson and Adrian Leva, and colourist Ricky Gausis.
Sound was produced at 740 Sound Design by sound designer Rommel Molina, mixer Larry Winer and mix assistant Rob Marshall.