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, www.wereallfans.com a first-of-its-kind interactive fan experience featuring portraits of GRAMMY-nominated artists composed entirely of real-time, fan-generated YouTube, Twitter and Flickr 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 www.wereallfans.com. "Music connects us all and while it comes to life in the hands of artists, it lives and breathes in the hearts and minds of fans," said Evan Greene, Chief Marketing Officer of The Recording Academy. "With the natural evolution of social media, fans have become a cultural force driving the power of music, and this year's ad campaign celebrates the connection between fans and some of today's most relevant artists." "Fans have always been the driving force of music, but with the rise of social media they are now more powerful, more connected and more influential than ever," said Patrick O'Neill, Executive Creative Director at TBWA\Chiat\Day\Los Angeles. "We wanted to tap into what music fans are already doing: sharing, tweeting, singing about their favorite song/musician/lyric every second, every day, all over the Web. The 'We're All Fans' GRAMMY Awards campaign harnesses this enthusiasm and puts the fans at the center of the idea. And we all know, music is nothing without the fans."
52nd GRAMMYs Wer e All Fans Cr edits Creative Agency: TBWA\Chiat\Day Los Angeles Chief Creative Officer: Rob Schwartz Executive Creative Director: Patrick ONeill Creative Director: Bob Rayburn Creative Director: Patrick Condo Associate Creative Director: Ed Mun Art Director: Kirk Williams Copy Writer: Eric Haugen Account Director: David Dreyer Account Management Supervisor: James Aardahl Account Supervisor: Jennifer De St. Remey Account Executive: Maura Menapace Business Managers: Robin Rossi and Stefanie McCall Art Producer: Anna Willman Digital Production Credits: Digital Production Program Manager: Keith Bellinger Senior Interaction Designer: Shaun Rance Digital Strategist: Niki Weber Sr. Flash Developers: David Riegler, Teguh Mualim Tech Leads: Tim Shea, Jon Bauer QA: Lester Broas, Walter Velasquez Director of Production: Derek Vandenbosch Director of Creative Technology: Ricardo Diaz Art Director: Jose Eslinger Art Director: Helena Skonieczny Television Production Credits: Producer: Mara Milicevic Direction / Production / Editorial / Animation / Design: SALT Music Editing & Arranging: ELIAS ARTS Mix: PLAY STUDIOS Gifted Songs by artists: Rock the Bells LL Cool J Poker Face Lady Gaga Halo Beyonce Print Production Credits: Integrated Project Managers: Melissa Heitman, Jennifer De Pablos Producer: Michael Pourmohsen Prepress: E-Graphics Studio Designer: Jennifer Tranbarger Outdoor Printers: LA Graphico, Monarch Litho