58th Grammys Awards
The 58th GRAMMY Awards, "Witness Greatness."
D&AD, Branded Content, Yellow Pencil
D&AD, Film Advertising, Graphite Pencil
Clio, Short Film, Grand Prix
Clio, Digital/Mobile, Silver
Clio, Film, Bronze
Clio, Promo, Bronze
Cannes Lions, Promo & Activation, Silver
Cannes Lions, Film Craft, Bronze
Greatness can come from anywhere, and who and where better than Kendrick Lamar and Compton to make it happen.
Kendrick Lamar, who is nominated for 11 Grammy awards, returns to his hometown of Compton, California in this spot for the Grammys -- but he's not realy the star of the ad. Instead, it's the city's residents who each in turn perform segments of his hit song, "Alright," turning it into a stirring anthem celebrating the city. It's not till the culmination of the spot that Lamar gets in on the act with a live performance.
The ultimate GRAMMY-winning experience
How does it feel to win a GRAMMY? Well, now you know. We inserted a live-streaming HD GoPro camera in the base of each award handed out at the 58th GRAMMYs. Users were given a second screen experience that literally put them in their favorite artists hands, allowing them to go onstage, backstage and have a more intimate and innovative viewing experience than ever before.
56th Grammys Awards
The 58th GRAMMY Awards, "Music Unleashes Us."
Music has the power to make our bodies do things: dance spontaneously, cry unexpectedly and even sing along intensely.
These emotional reactions to songs are the premise of our new campaign for the 58th Grammys. Dubbed "Music Unleashes Us," the creative premise taps into the insight that human beings have natural, sometimes uncontrollable, visceral reactions to music. Laughing, crying, screaming or dancing — "Music Unleashes Us."
