CLIENT / TBWA\CHIAT\DAY
A campaign to celebrate the importance of fans to pop music and it's icons. Ballast worked with Chiat Day LA to bring it's Grammy Awards 'We're All Fans' campaign to life for a series of broadcast TV spots. Utilizing found social media, Ballast was able to create a vast collage of fan feedback and performances to speak to that important relationship between the artist and their fans.
AN INNOVATIVE CAMPAIGN
The Recording Academy and TBWA\Chiat\Day Los Angeles unveiled an innovative advertising campaign for the 52nd Annual GRAMMY Awards, airing live on CBS Jan. 31, 8–11:30 p.m. ET/PT. The fully integrated campaign, titled "We're All Fans," highlights music fans' unprecedented impact in the current digital age.
The heart of the campaign is the Web site, — a first-of-its-kind interactive fan experience — featuring portraits of GRAMMY-nominated artists composed entirely of real-time, fan-generated YouTube, Twitter, Flickr, and Facebook postings. This user-submitted content is continuously gathered from these social media platforms and refreshed on the campaign site to form a constantly evolving, "living" portrait of each artist. TV, print, out-of-home, and interactive all support and will drive traffic to the site.