The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2020 One Show - Social Media

Behind the Record

Agency TBWA\Chiat\Day / Los Angeles

Client The Recording Academy
BACK TO RESULTS

Annual ID

OS_SM20_097M

About the Work

The shift to digital streaming music meant that as physical albums disappeared, so did liner notes, meaning all the people who work “behind the record” no longer get credit. Behind the Record brought credits to the streaming age. But it wasn’t your average influencer campaign because in this case, all the users were unpaid celebrity/musician influencers. Credit Covers are templatized album covers that replace any digital album cover in the world with the names and titles of everyone who worked on that album. The Credit Covers were created with an algorithm that harnessed data from Jaxsta, a music industry database, to merge song credit and official album art data. An easy-to-use website gave artists themselves the power to create and share their own cover on social, amplifying the campaign’s reach and creating a snowball effect. Over 2,500 artists participated, including Billie Eilish, Alicia Keys, Jonas Brothers, and Taylor Swift.