Clio Music Grand Winners: TBWA\Chiat\Day LA's 2% Choir for the Recording Academy

Inside the striking effort promoting gender diversity in the recording industry

Clio Music Grand Clio: Use of Music in Audio    
Entrant: TBWA\Chiat\Day LA
Brand: The Recording Academy
Campaign: "2% Choir"

To highlight the staggering stat that less than 2 percent of popular music is produced by women, TBWA\Chiat\Day LA created a powerful choral arrangement of Alicia Keys' song “Underdog” and had it performed by a 50-woman choir. One by one they stopped singing and sat down until one woman (2 percent) remained standing. The film supported the Recording Academy initiative Women in the Mix, which promotes gender diversity in the recording industry.

In the video above, agency execs Jason Karley, Bruno Regalo and Anh-Thu Le tell us more about the work. And below, you can check out the piece itself.

See more Creative Brief videos with the 2020-2021 Clio Music Grand winners as we roll them out over the coming week. And to see all the winners, including gold, silver and bronze, visit the winners' gallery.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

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