The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
On musics most important night, on musics biggest stage, for musics biggest audience, we didn't want to just be another brand interrupting the GRAMMYs we wanted to be part of the 57th GRAMMY Awards. So we decided not to run ads, and instead give viewers more of what they wanted: #MoreMusic. But not just more music - live music. And it worked. #MoreMusic was the top national trend on Twitter and every major media outlet immediately took notice, with Forbes deeming us one of the best performances of the night.
Agency: Deutsch LA