"Believe in Music," the 59th GRAMMYs campaign from The Recording Academy and TBWAChiatDay Los Angeles, celebrates the positive power of music, and its ability to give us strength. We connect with certain artists, and their music speaks to our hearts. Their words can inspire, shift opinions, promote change and drive culture.
Taylor Swift’s 58th GRAMMY Record of The Year acceptance speech was a defining moment that transcended music, cementing her role as strong role model for girls everywhere. Her powerful words were an anthem that resonated widely, and connected deeply. In particular, her passionate message of empowerment inspired young women to reach for their dreams, and to not let anyone, or anything, get in their way. It gave young women everywhere something to believe in, and reminded us that music is sometimes bigger than just music.
This gripping, :60 features girls from all walks of life who have internalized Swift’s speech, recite it as a mantra of their own: an aspiring musician, a young athlete, a determined dancer. All of them take Swift’s words to heart–believing in music and in themselves.
Rachel McDonald directed “It Was You” via production house Tool of North America.
Client The Recording Academy/The 59th Grammys Agency TBWAChiatDay Los Angeles Stephen Butler, creative chairman; Linda Knight, executive creative director; Jason Karley, creative director; Stephanie Johnson, art director; Paula Henzel, copywriter; Brian O’Rourke, director of production; Anh-Thu Le, executive producer; Kaitlin Moore, sr producer; Neil Barrie, chief strategic officer; Rohit Thawani, director of digital strategy; Renee Vafa, social strategist; Justin Karch, data strategist. Production Tool of North America Rachel McDonald, director; Tucker Korte, DP; Oliver Fuselier, managing parter; Nancy Hacohen, exec producer. Editorial NO6 Lauren Brown, editor; Josh Hayes, assistant editor; Carr Schilling, exec producer; Michelle Dorsch, producer. VFX NO7 Verdi Sevenhuysen, lead Flame artist. Color Framestore Beau Leon, colorist; Andrew McLintock, sr. producer. Music/Sound Design/Mix Barking Owl Kelly Bayett, creative director; Houston Fry, composer; Patrick Navarre, sound design & mix; KC Dossett, producer.
Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
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