THE GRAMMYS ON CBS
A S S O C . C R E A T I V E D I R E C T O R
E N T E R T A I N M E N T : S O C I A L
THIS IS WHAT IT SOUNDS LIKE
In tandem with our work on the brand handle, my team was brought on to help CBS to increase social chatter around the 63rd Annual GRAMMYs. The content we created produced a rise in social engagement, including re-shares and posts from artists like Justin Bieber, and got fans talking online about the storied (FKA stale) awards show.
RESULTS: +16.5% CONVERSATION | 784K+ VIDEO VIEWS | 134K+ & +689% ENGAGEMENTS
R&R: PITCH | CONCEPTS | VOICE & TONE | COPYWRITING
CAMPAIGN CONCEPTS
VOICE & TONE
WARM / #SOCIAL(LY) CONFIDENT / AUTHENTIC
VIBEY / MUSIC-OBSESSED / INCLUSIVE
It’s our job to drop the GRAMMYs into culture and make sure it reverberates out. From where it all started to who we are now: Fans and artists on social, shaping the future of music, together.
CBS is almost 64—not dead. Where the after party at? We have the same big sister vibes of our persona, CBS Kat Dennings™, but this big sister had the lyrics to “Mooo!” by heart 4 years ago.
TAGLINE
From OOH to Social, our initial concepts used flexible kerning alongside the similarly fungible tagline “This is what _______ Sounds Like.” Built to flex, we could incorporate genre, talent, location, emotion, or promotion depending on the platform and creative context.
OOH + PAID SOCIAL
Plastered tributes to Album of the Year nominees in the cities that shaped them; featuring wheat-pasted posters, billboards, and bus stops that juxtaposed throwback performance shots with acceptance speech quotes and lyrics. Using geo-tagged data, we’d also launch a targeted paid social campaign to link fans to their local legends while reminding them to tune-in.
ADDITIONAL CONCEPTS
DIGITAL MAGAZINE / QR AWARDS ACTIVATION
MERCH PARTNERSHIP
SOCIAL ASSETS
PERFORMER ANNOUNCEMENTS
To tease the performers, we created old-school CD cases featuring visual easter eggs for fans to speculate on a day before each lineup announcement. (And oh, did they speculate.)
COUNTDOWNS
HOST PROMOS
CASHMERE AGENCY
Associate Creative Director: Meredith Ridings
Creative Director: Chris Salamat
Art Director: Matt Goldberg
Motion Graphics: Garret Hernandez
Editor: George Streicher
Account Manager: Simran Verma
Group Creative Director: Juliette Geraghty
C R E A T I V E T E A M