The GRAMMYs' goal was to change the current perception that the show has become antiquated and to increase viewership among the 18-34 target.

By partnering with a wide range of contemporary artists, we were able to discover the unique emotions of Grammy artists and their songs.

The design of the campaign contributed to the second most watched Grammys ever - and the biggest night in the history of social media - with over 13 million comments.