Music & Culture
Fender
Every legend started in a garage.
Concept execution
Three kids, one garage, one Fender. Where most bands actually begin.
The brief / 05
An integrated campaign about the first band you ever start, and a platform to help you find it.
01Challenge
Many beginners buy a guitar and quit within a year. Learning alone is slow, quiet and lonely.
02Insight
Most people don't start a band because they can play. They start a band because they found people to play with.
03Concept
Your First Band. Every starter pack comes with access to a matchmaking platform that connects beginners by instrument, genre and neighborhood. Fender sells the guitar and the bandmates.
Why it works
Beginners quit because learning alone is lonely, and people start bands because they found people to play with. Selling the bandmates with the guitar answers both.