Gold
Design
Zeitgeist
| Entrant: | TBWA\Chiat\Day Los Angeles, Los Angeles |
| Brand: | The Grammy Awards |
| Title: | "The Black Grammy" |
| Corporate Name of Client: | The Recording Academy |
| Client Company CEO: | Harvey Mason Jr. |
| Agency: | TBWA\Chiat\Day LA, Los Angeles |
| Chief Creative Officer: | Renato Fernandez |
| Executive Creative Director: | Jason Karley |
| Agency Head of Production: | Anh-Thu Le |
| Agency Chief Design Officer: | Bruno Regalo |
| Agency Associate Design Production Director: | Alessandra Horn |
| Agency Design Business Lead: | Monica Gelbecke |
| Agency Associate Digital Design Director: | Thiago Matsunaga |
| Production Company: | The Youth |
| Music Production Company: | Canja Audio Culture |
Description:
Yet still they faced the same criticism on Grammys night for passing over minority and female voices for the biggest awards. And the criticism was getting louder every year. Hashtags like #Grammysowhite and public snubs and feuds with the likes of Kanye, The Weeknd and more were hurting the viewership and brand relevancy.
Behind the scenes sweeping changes were taking place at the Recording Academy and it was time to take that message to the Grammys stage. For the first time in 66 years, we changed the color of The Grammys’ iconic statue to black to signify the sweeping changes going on at the Recording Academy itself. We created not just a new category, but a new award — The Global Impact Award - that is now the most rare and coveted award. It’s voted on by the Black Music Collective and goes to an artist for not just an amazing year, but a lifetime of impact.
This award launched on live TV at the 65th Grammys telecast and was given out to Dr. Dre. with Jay Z winning the second ever award at the 66th Grammys this past February.