Target • Integrated Campaign

wanna know how to
hijack the GRAMMYs?

the GRAMMYs
are about music,
not commercials.

the GRAMMYs
are about
music, not
commercials.

The GRAMMYs may be one of advertising’s biggest nights of the year, but unlike the Super Bowl, people don’t watch the GRAMMYs for the ads. They watch the GRAMMYs for the music.

So when Target asked us to make a bold statement on the big night, we decided to give GRAMMY fans something they were guaranteed to love: #MoreMusic.

And the GRAMMY

Goes to... a Target

Commercial?

- Howard Homonoff, Forbes

And the GRAMMY Goes to...

a Target Commercial?

- Howard Homonoff, Forbes

0:00

We made
one huge
bet instead
of eight
little ones.

We made one huge
bet instead of eight
little ones.

The first
live
ad break

The first
live
ad break

a real
concert
needed
real fans

a real concert
needed real fans

impressive
from
any angle

impressive from
any angle

Imagine Dragons

Makes History

with First Live

Ad During

GRAMMYs Break

- Brian Anthony Hernandez, Mashable

Imagine Dragons Makes History

with First Live Ad During

GRAMMYs Break

- Brian Anthony Hernandez, Mashable

The first live
music video

The first live
music video

Live from
Every Angle

Live from
Every Angle

From months
to minutes

From months
to minutes

Results

  • 5+ B

    The number of #MoreMusic
    campaign impressions.
  • 45+ MM

    the amount of online
    video views.
  • 300%

    The amount of sales increased
    on Gwen Stafani's album
    after our campaign.

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