Recording Academy unveils 51st Grammy Awards campaign

Mumbai: The Recording Academy and TBWA\Chiat\Day unveiled the campaign to promote the 51st Annual Grammy Awards, which are slated to be held on 8 February.

The Los Angeles-based agency created the campaign, titled "Celebrate The Music That Makes Us." The creative draws from the insight that music influences and inspires everyone.

"As a cultural event that inspires music fans everywhere, the Grammy Awards telecast is an opportunity to ‘celebrate the music that makes us,’ the way it makes us feel and the impact it has on our lives. This year’s ad campaign brings this idea to life by highlighting the songs that influence and inspire several artists whose music has made a lasting impact on music lovers worldwide — creating even greater anticipation for Music’s Biggest Night," said Evan Greene, Chief Marketing Officer of The Recording Academy.

This integrated campaign includes TV, out of home, print and interactive advertisements and will highlight the songs that have influenced the people.Portraits of diverse musicians – including Lil Wayne, Rihanna, Stevie Wonder, and Thom Yorke of Radiohead — are created using song titles that have inspired them in their careers and lives.

"We all have a song that inspires us, drives us or makes us feel better – music that makes you the person you are. This campaign celebrates the influence that music has on every one of us and asks the question: Do we make great music or does great music make us?" said TBWA\Chiat\Day executive creative director Rob Schwartz.

Grammy artists involved in the campaign are:

* Four-time Grammy winner and current seven-time nominee Coldplay

* Four-time Grammy winner Lenny Kravitz

* Current eight-time Grammy nominee Lil Wayne

* Grammy winner and current three-time nominee Rihanna

* 10-time Grammy winner and current six-time nominee Kanye West

* 25-time Grammy winner Stevie Wonder

* Two-time Grammy winner and current five-time nominee Thom Yorke.