The 59th GRAMMYs campaign celebrates the power music has in culture and its ability to lift us up or comfort us when we're down. Music has the ability to truly change, inspire, comfort and shift the way we feel our goal was use all the media available to bring as many examples of the true power that music has.

One social film utilizes an inspirational GRAMMYs speech by Taylor Swift that lifted and inspired young girls around the world. The social film “The Come Down Gospel” features Anderson .Paak and a congregation of churchgoers that become overcomed by the power of music. The TV promos used James Corden as the personification of music, and reminded people of the power and the ability that music has to change our mood. The print and OOH showcases GRAMMY-nominated artists from different genres who stand for something bigger than just selling albums, while the copy celebrate the cultural influence of their music.

This year’s campaign generated significant attention from mainstream media, music media and the public alike. Our two online films have been viewed over 3 million times since their debut, and cumulatively garnered over 320 million impressions in their first 24 hours, all with no paid media. Billboards in Los Angeles, Chicago and NYC, helped drive tune-in for the show, with almost 50 million impressions in their first 24 hours.

Most importantly, the campaign contributed to a huge increase in viewership, with 1 million more people turning into the broadcast than last year. In contrast, the Oscars (the most-watched annual awards show) saw their lowest ratings in 9 years and a significant dip in viewership in 2017.