For a major Grammys campaign, website design platform Squarespace partnered with singer Leon Bridges – a nominee for Best R&B album and a bona fide customer with a spearhead film.
The activation, developed with Austin-based agency Preacher, explores Bridges’ path to fame from washing dishes and playing coffee shops and bar gigs last year to a hit record, a national tour and a Grammys appearance in 2016.
At the centre of the campaign sits a 30-second TV commercial that debuted during the CBS awards show telecast.
This core campaign film also comes in a 60-second version posted on the brand’s YouTube channel on 11 February.
The spot asks viewers ‘If you believe that your talent can take you places, #YouShould share it with the world. Build a bigger stage for your passion with Squarespace.’
A short documentary of the singer-songwriter’s story is also under production.
It will be hosted on the singer’s own website and Squarespace used the Grammys to release the trailer for the documentary (also shot by Clinch).
The link between brand and artist does genuinely have authentic roots.
Not only have several Squarespace employees been fans since his early days, but also Bridges, who’s debut album is nominated for Best R&B album at the 58th Grammy Awards, actually uses Squarespace to build and host his own website.
‘Leon is the perfect encapsulation of our brand values,’ says David Lee, chief creative officer at Squarespace.
‘He’s got a sound that is timeless yet modern. His music cuts through the noise you hear today, and he has a compelling story that deserves to be told on the biggest stage. His Squarespace allows him to share his story, and we hope it inspires others.’
As part of this campaign, agency Preacher worked with Squarespace and Bridges to update this site.
In fact, the agency has also created a new site for video director Danny Clinch – who is also the official photographer for the 2016 Grammy Awards.
‘It’s so surreal being in that same place and having no idea I’d be here now,’ explains Bridges.
‘If you would have told me I’d be playing to a crowd of thousands, I would have run the other direction, you know? I would have been like, ‘No, you’re lying, you’re lying, you’re lying.’ It’s pretty crazy to look at that video and reflect on how everything happens.’
‘We want to tell this beautiful story of a person who just rose to ascension and literally went from being a dishwasher at Del Frisco’s in Fort Worth and is now headlining stadiums,’ said Squarespace CEO David Lee.
‘We think it is a really powerful story and hope it inspires other people to just kind of go and carpe diem and do what they were meant to do. We couldn’t have fabricated that story any better, which is why his story was a perfect thing for us to do.’
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‘If you’re passionate about something, tell the world about it by creating a website – it’s easy.’
This is the message Squarespace is offering during 2016’s biggest ‘tentpole’ live TV events.
Indeed, the company has already run major campaigns during the Golden Globes and Super Bowl (the latter a comic spot with comedy duo Key & Peele),
and continues after The GRAMMYs with advertising at the 2016 Oscars.
Whereas the company went for an inspirational tone with its Golden Globes campaign and a more lighthearted one with its Super Bowl one, the Leon Bridges campaign is a mix of both.
It might seem surprising that a relatively young, ROI-led, digital-first tech brand like Squarespace is investing so heavily in linear TV ads – after all, it is not just expensive, but it also all seems a bit old school.
However, these properties offer both a huge reach and an opportunity to tell the audience the company’s brand story in a tailored, event-relevant way.
Plus, a message about ‘passion’ is perfect for these passion platforms for music, film and sport.
According to Squarespace chief creative officer David Lee this strategy is all about ‘aligment’: collaborating with the right people, about the right passions, at the right events.
When we do these tentpole moments, we try to find the right alignment, the right kind of story to tell that fits that particular audience,’ Lee explains.
‘So, with the Super Bowl, we thought Key & Peele was the right collaborator setup. But, obviously, with the Grammys being the biggest music night, and with Leon as a customer, we found that it was kind of a perfect fit. And the fact that he is nominated for the best R&B album, it’s just kind of like this perfect storm.’
‘We’re not looking at this as a singular TV spot, but more as a story that generates content across all channels,’ adds Lee.
‘We incorporate digital and social elements before, during, and after an event. This includes all the usual suspects, but also includes integrations in a number of physical events we sponsor throughout the year.’
Links
Squarespace YouTube:
https://www.youtube.com/user/squarespace
Squarespace Website:
Squarespace Google +:
https://plus.google.com/+squarespace/posts
Leon Bridges:
Preacher:
The Grammys Website:
The Grammys Twitter:
https://twitter.com/TheGRAMMYs
@TheGRAMMYs
