"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.
Top Spot of the Week: AlmapBBDO, Director Lu Villaca Team On A Show Of Strength For Women and Johnnie Walker
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.” Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys. “The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More