Turning a Niche Hobby Into a Musical Movement.

The Grammys offered the perfect opportunity to celebrate music in a way that only Facebook Groups could, by putting a spotlight on The International Kazoo Players Association—only 463 members strong before our campaign. With the help of hip-hop artist Big Freedia these kazoo aficionados proved just how amazing people coming together around the thing they love can be. This work was done in partnership with the talented team at W+K.