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The GRAMMY Awards | 2020 OOH
The 2020 GRAMMY Awards celebrated evolution by highlighting the unapologetic nature of marching to the beat of your own drum. The campaign platform "Uexpect Everything" emerged from the notion that evolution is unpredictable and uncontrollable. Featuring artists like Billie Eilish, Lizzo, and Lil Nas X in our OOH illustrated to the world that we stan the unconventional. To viewers, the GRAMMYs broadcast would be one to remember, where anything could happen on the stage. |
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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.
"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.
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