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Never Give Up On Rock

basics
Industry: Media & Publishing
Media:Direct Market
Published:Apr., 2014
Market:Spain
Language:Spanish
Style: Minimalism
descriptioncnen
In a moment where crisis is killing the Rock in Spain, Ibanez, one of the biggest guitar brands in the world, wanted to support the Rock lovers, and give them the strength to stick to what they believe: Rock. Searching on the web, we realized that hundreds of second hand Ibanez guitars were on sale. Many because personal or financial issues. So we called these people, to know whom they were, and among the hundreds, we found a few that had the rock inside, and were suffering from selling their guitars. And used this info as the insight to act.
So Anonymously we bought some of these second hand guitars that were on sale, taking them away from their legit owners. But we had a plan: to give it back to them, after a week.
At the moment of the delivery, the musician got along with the surprise of having his guitar back, a letter from Ibanez with the message Never give up on rock, and a QR code drove the musicians to Ibanez Facebook Page, where they could see their pictures and videos (took from the web) on our “hall of fame” page. This tribute was the perfect social content, so these musicians could use their voice on social network, and spread this important message to more and more people on Spanish music scenario: Never give up on rock.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Other credit:Innovative Creative: José Venditti, Isaac Maroto
Technology Director: Roberto Torres
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