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.

This out-of-home campaign showcases GRAMMY-nominated artists from different genres who stand for something bigger than just selling albums. We placed each artist on a background contextual to their latest album or persona, and used headline copy to celebrate the cultural influence of their music, using slightly insider language that even the most casual fan would understand.

Sia never showing her face, Chance the Rapper releasing “Coloring Book” without a label, and of course, David Bowie being the original Starman to name a few...

The posters were designed to represent one aspect of the artist's career. This could be a song (Chance the Rapper and Miranda Lambert) or their persona (David Bowie and Sia). The result is a unique representation of each artist. To achieve the result, a mix of illustrations and photographs were used. The posters could be seen in the major cities in the US and became a very collectible item for music fans.

Intentionally placed in three major cultural hubs, Los Angeles, New York City and Chicago, our OOH campaign drove 43,184,439 impressions in the first 24 hours. The day the billboards went live, Chance the Rapper organically retweeted a heartfelt thank you, and shared the artwork to 3.7M of his fans.

Most importantly, the OOH billboards 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.