The "Witness Greatness" campaign is built around the unique allure of Music’s Biggest Night®. For one special night in February, the world will turn its attention to the GRAMMY® stage to witness what they know will be a spectacle of iconic musical talent, once-in-a-lifetime performances and must-see GRAMMY moments.
The campaign will celebrate the significance of the GRAMMYs through TV, print, social, and outdoor executions showcasing some of the recording industry's biggest acts and best performances. Artists featured in the outdoor billboards, wild postings and online advertisements include Lady Gaga, Kendrick Lamar, Bruno Mars, Sam Smith, Carrie Underwood, and The Weeknd.
"'Witness Greatness' powerfully brings to life those transcendent moments of achievement that captivate us," said Evan Greene, Chief Marketing Officer of The Recording Academy. "Whether it's on the stage at the GRAMMYs or on the field at the Super Bowl, these are the rare moments that help define us and inspire us. This campaign celebrates these breakthrough triumphs that raise us to new and unexpected heights as the world watches."