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TBWA\Chiat\Day Unleashes the Music for Grammys


Music fans get emotional in campaign for 56th Grammy Awards campaign

TBWA\Chiat\Day Unleashes the Music for Grammys

 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 will be held on Sunday, Jan. 26, 2014, at STAPLES Center in Los Angeles and will be broadcast live in HDTV and 5.1 surround sound on the CBS Television Network from 8 – 11:30 p.m. (ET/PT). For updates and breaking news, please visit The Recording Academy's social networks on Twitter and Facebook.


The campaign premise 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, will start broadcasting during "The GRAMMY® Nominations Concert Live!!" on Friday, Dec. 6. The film celebrates iconic music moments and past GRAMMY Awards show performers, along with candid moments where music unleashes their fans. The additional three films take on a comedic twist, featuring soundtracks from Katy Perry, Macklemore & Ryan Lewis and Pink & Nate Ruess. In the films, music fans are seen being emotionally unleashed by listening to the artists' music.   


To extend the TV effort to online and social media channels, the 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 The interactive campaign and site will also have the support of web banners modeled after the campaign’s print and outdoor artwork. 

"In previous years, our campaigns have focused either on the fans or the artists. This year's campaign highlights the common bond between fans and artists — our visceral connection with music. And in addition to the outbound campaign, we invite fans to share how music unleashes them through our social channels," said Evan Greene, Chief Marketing Officer of The Recording Academy.

TBWA\Chiat\Day Creative Director, Rick Utzinger said, “This campaign celebrates the undeniable human truth that we are powerless against music.” Creative Director Bob Rayburn added, “It will tap our toes and shake our hips for us, whether we want it to or not.”

56th GRAMMYs Campaign: “Music Unleashes Us” 

The Commercials
“Donut Shop”
“Taylor Swift”
“Macklemore & Ryan Lewis”

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

Director of Art Production: Karen Youngs
Art Producer: Kate Pollack 

Executive Print Producer: Kerri Sparkman
Project Manager: Holly Prine
Studio Artist: Riki Komachi
Prepress: E-Graphics
Typography Design: Si Scott
Illustrators: Douglas Alves, Murilo Maciel (Macklemore & Ryan Lewis)
Senior Art Director: Brandy Cole (Taylor Swift, P!nk)

Executive Digital Producer: Justin Taylor
Producer: Noah Luger
QA Leads: Lester Broas, Walter Velasquez
Jr. Art Director: Brett Pfeiffer


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 

Tool N.A.  ("Treadmill";  "Donut Shop";  "Drive")
Director: Geordie Stephens 
Executive Producers: Brian Latt, Oliver Fuselier, Danielle Peretz, Dustin Callif
Producer: Jeff Tanner
Director of Photography: Stefan Czapsky

Venice Beach Editorial:
Hunter Conner - Executive Producer
Orlee Klempner - Assoc. Post Producer
Greg Young - Senior Editor
Cutler Gray - Asst. Editor

THE MILL:   ("Anthem")
Producer – Adam Reeb
Production Coordinator – Jesse Looney
Line Producer – Lee Buckley
Production Assistant – Luke Scott
Editor – Luke Kraman
Design & Animation - Justin Sucara
Design & Animation - Justin Demetrician
Design & Animation - Byron Slayghbaugh
Design & Animation - Matthew Darnall
Design & Animation - Kyle Moore
Art Support – Clare Carrells

Asher Edwards - Executive Producer
Abisayo Adejare - Producer
Mark Holden - Senior VFX Artist
Ben Davidson - VFX Artist
Adrian Leva - VFX Artist
Ricky Gausis - Colourist

740 Sound:
Sound designer: Rommel Molina
Mixer : Larry Winer
Mix Assistant : Rob Marshall

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TBWA\London, Wed, 11 Dec 2013 11:05:17 GMT