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COMPTON

TBWA\CHIAT\DAY , Los Angeles / GRAMMY'S / 2016

Awards:

Bronze Cannes Lions
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Kendrick’s song “Alright” was not just a huge hit in 2015, it had become the de facto anthem for the #BlackLivesMatter movement, gaining traction for an important cultural issue.

The lyrics beautifully and perfectly matched the struggle that goes on every day in Compton. There was no song that was more powerful or poignant to put in the resident’s mouths. And no chorus more hopeful and joyous for them to sing alongside Kendrick for the finale.

BriefExplanation

A portrait of Compton and its residents. They each in turn speak the lyrics to Kendrick Lamar’s “Alright”—a song about oppression and struggle, hope and positivity—before being joined by the GRAMMYs-winning artist himself for a surprise performance. They witness greatness live in person. And we, the viewers, witnesses it from not just Kendrick, but through them as well.

EntrySummary

This year, Kendrick Lamar was nominated for 11 GRAMMYs, the most ever for a hip-hop artist. This was historic in itself, but we realized this was about more than just music it was about culture. Kendrick’s song “Alright” had already become the unofficial anthem of the Black Lives Matter movement, a grassroots campaign that had gained unprecedented momentum over the last year. We decided to go back to his hometown of Compton, the community that inspired him and made him who he is today, to see what this powerful song meant to its residents.

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