Tue, 31 Jan 2017 16:59:55 GMT
The 59th GRAMMYs campaign from The Recording Academy and TBWA\Chiat\Day Los Angeles celebrates the positive power of music, and its ability to give us strength. We connect with certain artists, and their music speaks to our hearts…lifts our spirits…motivates us. Their words can inspire, shift opinions, promote change and drive culture.
Taylor Swift’s 58th GRAMMY Record of The Year acceptance speech was a defining moment that transcended music, cementing her role as strong role model for girls everywhere. Her powerful words were an anthem that resonated widely, and connected deeply. In particular, her passionate message of empowerment inspired young women to reach for their dreams, and to not let anyone, or anything, get in their way. It gave young women everywhere something to believe in, and reminded us that music is sometimes bigger than just music.
This gripping, 1-minute film features girls from all walks of life who have internalized Swift’s speech, recite it as a mantra of their own: an aspiring musician, a young athlete, a determined dancer...All taking her words to heart, all believing in music…and in themselves.
It Was You represents an empowering message that couldn’t come at a more relevant time. In challenging times, we need music more than ever.
"Music both reflects and advances culture, so we try to do the same with our annual GRAMMY Award brand campaigns. I think our campaigns tap into the dominant theme of what's happening in society, and this year, The Recording Academy felt it right to highlight music's uplifting aspects," said Evan Greene, Chief Marketing Officer of the Recording Academy. "Although most of the spots carry the message with humor, as a father of two young girls, it was important to me to also create something that would speak specifically to them—and all women—using music's inspirational language to help them feel empowered."
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Creative Agency: TBWA\Chiat\Day LA
Genres: People, Dialogue
Categories: Social, Corporate, Social and PSAsTBWA\Chiat\Day LA, Tue, 31 Jan 2017 16:59:55 GMT