The Recording Academy and TBWA\Chiat\Day Los Angeles have created their 10th Grammys campaign together. And it’s a campaign of its time, an anthem for women.
Taylor Swift’s anthem for women. By definition, therefore, a powerful anthem for women – although its real strength comes from its content. Kudos to TBWA for recognising – and harnessing – the might of both.
The campaign celebrates the positive power of music, and its ability to give strength by showing how the words of artists like Swift can inspire, shift opinions, promote change and drive culture.
Taylor Swift’s 58th Grammy Record of The Year acceptance speech went beyond the moment, the music industry and Swift’s success. It was speech about believing in oneself and giving your dreams your all and it cemented Swift’s role as strong role model for girls everywhere. Her message for women to reach for their dreams, and not to let anyone, or anything, get in their way, was underscored by the artist’s own passion. It gave young women everywhere something to believe in, and reminded everyone that music is sometimes bigger than just music.
TBWA\Chiat\Day has made that Grammys moment timeless, turning it into a 60 second film, Believe in Music, in which girls from all walks of life who have internalised Swift’s speech, recite it as a mantra of their own. An aspiring musician, a young athlete and a determined dancer share Swift’s belief in music and oneself with a wider audience – all women.
In challenging times, we need music more than ever, Evan Greene, chief marketing officer of the Recording Academy, believes. “Music both reflects and advances culture, so we try to do the same with our annual GRAMMY Award brand campaigns. I think our campaigns tap into the dominant theme of what’s happening in society, and this year, The Recording Academy felt it right to highlight music’s uplifting aspects.
“Although most of the spots carry the message with humour, as a father of two young girls, it was important to me to also create something that would speak specifically to them—and all women—using music’s inspirational language to help them feel empowered.”
