Love Reenacting Award Show Performances? That's Called the 'Grammy Effect.'

TBWA/Chiat/Day Shows How Everybody Likes to Put on a Show

Published On
Dec 12, 2014

Editor's Pick

The Recording Academy enlisted TBWA Chiat Day to promote its upcoming 57th annual Grammy awards. The campaign, entitled "The Grammy Effect," features music fans getting lost in their favorite tunes and reliving some of the award show's most memorable moments.

So much of the fun of watching the Grammys is seeing artists perform. Year after year, they try to outdo each other -- and themselves -- with increasingly over-the-top shows. Some are moving, while others are simply outrageous -- but only the best become popular culture references.

The campaign features some of the most notable ones, such as Taylor Swift's passion at the piano, Lorde's distinct dance style and Pharrell Williams with his much-discussed big hat. It includes TV, print, outdoor and social executions. The 2015 Grammys will air on CBS on February 8.


Dec 12, 2014
Brand :
The Recording Academy
Client :
The Recording Academy
Agency :
Group Creative President :
Rob Schwartz
Chief Creative Officer :
Stephen Butler
Creative Director :
Guto Araki
Creative Director :
Anders Gustafsson
Creative Director :
Rick Utzinger
Art Director :
Chaz Whitworth
Copywriter :
Yahkeema Moffitt
Senior Planner :
Dan Ansell
Executive Producer :
Eric Voegele
Producer :
Cristiani Ladki
Junior Producer :
Chelsea Larner
Executive Business Affairs Manager :
Lisa Lipman
Senior Business Affairs Manager :
Mimi Hirsch
Production :
O Positive
Director :
Jonathan Klein
Executive Producer :
Ralph Laucella
Head of Production :
Devon Clark
Director, Photography :
Robert Humphreys
Editing :
Nomad Editing Company
Editor :
Jared Coller
Assistant Editor :
Collin Ketterer
Head of Production :
Nicole Steele Batzofin
Producer :
Kirsten Zastrow
Online Visual Effects :
Josh Kirschenbaum
Sound Director :
Play Sound
Mixer :
John Bolen
Creative Director :
Bob Rayburn

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