The GRAMMY Awards | 2019 Activation
"The Evolving Music Video" ft. Ella Mai
Strategy: The beauty of music is that it’s constantly changing and evolving. But in the last 30 years the music video has largely stayed the same. It moved from TV to YouTube but you still watch it once... and you're done. To promote the 61st GRAMMY Awards, we wanted to create the world’s first evolving music video, a music video that would change the more fans watched it. We partnered with 2019 GRAMMY nominee Ella Mai to create new versions of her hit song “Boo’d Up” that were only unlocked the more the video was viewed, shared and liked.
Results: In total, the videos accumulated over 84,000 views and 161 million media impressions.
Awards
The One Show, Merit | Branded Entertainment | 2019
D&Ad, Shortlist | Sound Design & Use of Music, Adapted Music | 2019
"The Evolving Music Video" ft. Ella Mai
Strategy: The beauty of music is that it’s constantly changing and evolving. But in the last 30 years the music video has largely stayed the same. It moved from TV to YouTube but you still watch it once... and you're done. To promote the 61st GRAMMY Awards, we wanted to create the world’s first evolving music video, a music video that would change the more fans watched it. We partnered with 2019 GRAMMY nominee Ella Mai to create new versions of her hit song “Boo’d Up” that were only unlocked the more the video was viewed, shared and liked.
Results: In total, the videos accumulated over 84,000 views and 161 million media impressions.
Awards
The One Show, Merit | Branded Entertainment | 2019
D&Ad, Shortlist | Sound Design & Use of Music, Adapted Music | 2019
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