The Recording Academy : The Grammy Effect - Karaoke
TBWA/Chiat/Day Shows How Everybody Likes to Put on a Show
Dec 12, 2014
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.