Even though music is a big part of our lives, often at times it becomes wallpaper or transparent background music. Reminding people of music’s power became a key component to this campaign and influenced its direction and tone.

The 50th Annual Grammy Awards telecast was #1 in its time slot among the coveted 18-34 demographic. In a year plagued by an industry wide Writers Strike that kept the public from watching television and threatened the cancellation of the Grammy's, the show still had a strong viewership. Grammy award winners Herbie Hancock and Amy Winehouse saw huge increases in sales immediately following the 50th Annual telecast – Herbie Hancock’s album “River: The Joni Letters” skyrocketed from #159 to #5 on the charts, and Winehouse went from #24 to #2.

Elements from the campaign, such as campaign images and taglines, were worked into the show. Clients were able to leverage the look and feel of the “Next 50” campaign with their many partners, truly making this an integrated effort.