When you think of the Grammy Awards, "snorefest"is a nice phrase which comes to mind. Consistently, The National Academy OfRecording Arts & Sciences puts on a lackluster show--year after year afteryear. Last year they achieved a ratings low. It'sMTV's Music Awards that garner themost eyeballs and hype.
But this week the Academy threw down, launching the biggestadvertising campaign in the organization'shistory for the 51st Grammy Awards on February 8. According to Evan Greene,the Academy's CMO, the campaign cost"in the mutli-millions" and is the most the organization has spent onan ad campaign in its history.
Developed by ad agency TBWA\Chiat\Day, the campaign includestelevision, radio, out of home, print, and online. In the TV ads, portraits ofsingers such as Thom Yorke, Rihanna, and Stevie Wonder are drawn onscreen usingtitles of songs that were critical to their development. The artists are heardtalking about importance of music.
Here's where itgets dicey. The BooRead More »from The Grammys’ Winning New Ad Campaign