Recording Academy Launches 'Witness Greatness' Campaign Featuring Lady Gaga, Kendrick Lamar, Others: First Look

Todd Williamson/Getty Images the Weinstein Company
Lady Gaga attends a screening and reception at The Peninsula Beverly Hills Of The Documentary "The Hunting Ground" at Peninsula Hotel on Jan. 5, 2016 in Beverly Hills, California. 

Lady Gaga, Kendrick Lamar, Bruno Mars, Sam Smith, Carrie Underwood and The Weeknd will be the faces of a new multi-faceted campaign building buzz around the 2016 Grammy Awards.

The stars will feature on outdoor billboards, wild postings and online advertisements throughout the "Witness Greatness" campaign, which will "celebrate the significance of the Grammys," organizers announced today. 

"'Witness Greatness' powerfully brings to life those transcendent moments of achievement that captivate us," said Evan Greene, chief marketing officer of The Recording Academy, in a statement. "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."

This year’s campaign will leverage TV, print, social, and outdoor spaces to celebrate “greatness: what it takes to achieve it, how to maintain it, and the effect it has on everyone," explains TBWA\Chiat\Day LA creative director Jason Karley.

The TV commercial "Spotlight" dropped in mid-December and promotes both Super Bowl 50 and the Grammys.
 

The second TV spot, "Confetti," dropped last week and places Mars' 55th Grammy Awards performance at front-and-center. 

The 58th Annual Grammy Awards will take place Monday, Feb. 15, 2016 at Los Angeles' Staples Center, and air on CBS starting at 8 p.m. EST. The gala covers music released between Oct. 1, 2014 and Sept. 30, 2015. 

2016 Grammys