THE GRAMMYS

60th anniversary campaign

STRATEGY

  • INITIATIVE

    To celebrate returning to New York for its 60th anniversary, The GRAMMYs approached us to drive excitement and viewership for the biggest night in music.

    But with The Grammys turning 60, in a world of Shazam, Spotify, and Snapchat, how could they position themselves as relevant, still cutting-edge and not over the hill?

  • INSIGHT

    The Grammys aren’t 60 years old and looking back on our achievements and impact on music.

    The Grammys are 60 years young and our impact on music and culture
    are just getting started.

  • IDEA

    LONG LIVE MUSIC:
    Showcase how the Grammy’s are
    60 Years Young and pushing music to new heights by:

    -Leveraging the Grammy’s Iconic Heritage.

    -Using new technology to redefine how music is experienced

    -Tapping into New York’s iconic always-evolving impact on culture and music.

Emerging technology: Augmented reality + MUSIC

PLAY THE CITY

We transformed New York City into an augmented reality musical instrument by fitting an Uber car with sophisticated AI cameras and an AR screen that was triggered by the people and objects of the city.

As the vehicle moved along each route,  riders watched from the backseat as our next generation computer vision software composed a custom song based on their live view of the city right before their eyes.

THE GRAMMY’S ICONIC HERITAGE IN PUSHING MUSIC FORWARD.

LONG LIVE MUSIC

THE CITY OF MUSIC

Leveraging the opportunity that The 60th Grammys would be uniquely hosted in New York City we created a tribute New York’s iconic always-evolving impact on culture and music to build excitement for the upcoming awards show.