Making music history: hijacking the Grammys to create the first music video made live on tv.
Awards
Cannes Lions • Silver • Entertainment
Cannes Lions • Bronze • Film Craft
Cannes Lions • Bronze • Media
Cannes Lions • Bronze • Branded Content
One Show • Bronze • Music Video
One Show • Bronze • Innovation in Film
One Show • Bronze • Broadcast
Effie Finalist • Branded Content
Effie Finalist • Entertainment & Sports
AICP • Best Art Direction
AICP • Best Production
Director: Sophie Muller
Following a year where we changed the rules of TV advertising by making the first live commercial on TV, we set an even higher bar. While all the other artists at the Grammys were doing a simple live performance, we created an official music video for Gwen Stefani: live in front of 25mm people. In one flawless take during a 4-minute commercial break, we seamlessly integrated Gwen Stefani and Target into the award show. Without being an official sponsor, Target and Gwen hijacked their way into the cultural conversation of the Grammys and we’re unanimously recognized as one of the best moments of the night.
