The Recording Academy - "BEHIND THE RECORD" by PHNX Tribute 2020

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广告战役 Behind the Record
品牌 The Recording Academy
产品 Grammy's
剧情简介 Digital streaming has made consuming music much easier and faster. But this shift in culture was not great for everybody: as physical albums disappeared, so did liner notes—meaning thousands of people who work “behind the record” no longer get credit. As the biggest advocate for music creators’ rights, the Recording Academy wanted to both bring up the issue and start a movement to change that.

Behind the Record brought credits to the streaming age with a user-generated campaign that prompted artists to create and post their Credit Covers on social media. But this wasn’t your average UGC campaign, because in this case, all the users were musicians/celebrities.

Credit Covers are templatized album covers with a universal and distinguished design that showcased the names and titles of everyone who worked on that specific album. To create the Credit Covers, we harnessed data from artists and the music credit website Jaxsta to merge song credits with official album art.

Through an easy-to-use website, the artists themselves could create and share their own cover on social channels, amplifying the campaign’s reach and creating a snowball effect. Over 3,000 artists participated without being paid, including superstars like Billie Eilish, Alicia Keys, Jonas Bros, Blake Shelton, Kelly Clarkson and Taylor Swift.
Agency TBWA\Chiat\Day, Los Angeles
Chief Creative Officer Renato Fernandez
Group Creative Director Jason Karley
Senior Art Directors Bruno Regalo and Stephanie Johnson
Senior Copywriter Paula Henzel
Junior Art Director Beca Dutra
Junior Copywriter Gregory Ballif
Junior Copywriter Sydney Bonner
Director of Content Production Anh-Thu Le
Executive Digital Producer Ewan Anderson
Senior Digital Producer Andrew Serrato
Associate Producer Joey Iamartino-Larson
Director of Business Affairs Robin Rossi
Account Director Pamela Lloyd
Account Supervisor Sharon Hsu
Account Group Assistant Mike Hernandez
Senior Project Manager Tim Tontz
Chief Strategic Officer Simon Wassef
Associate Planning Director Iyana Sarrafieh
Junior Strategist Alana Gleason
Junior Strategist Sara Singh
Associate Content Strategist Ty Harris
Director of User Experience Jennifer Miller
User Experience Designer Edvin Lynch
Editorial Company Union Editorial
Nicholas Wayman-Harris Editor
Kim Landry & Joe Hughes Assistant Editors
Michael Raimondi President/Managing Partner
Joe Ross Executive Producer
Resolution Finishing/Mix Company
Mannix Rickenbacher After Effects Artist
Lihi Orbach Mix Engineer
Website Production Use All Five
Production | CEO / Co-Founder of Use All Five Levi Brooks
Developer Samantha Combs
Technical Lead | CTO / Co-Founder of Use All Five Jason Farrell
Lead Developer Ryan Gordon
Technical Strategy | Director of Technology Bret Morris
Production | Director of Operations & Production Michelle Murphy
Editorial Company