Guitar Center

The Brief: Market products beyond guitars at Guitar Center

The Challenge: Guitar Center is known primarily for guitars, so the task was to shift perception and bring attention to the wide range of other instruments and musical gear they offer.

The Concept: "Live That Forever Dream" The core idea was to inspire an older audience to rediscover or pursue their musical ambitions by showcasing that Guitar Center offers much more than just guitars. By appealing to the emotional connection of music as a lifelong passion, I framed the store as the place where dreams can still come true, regardless of age.

The Creative Process: To solve the challenge, I began by identifying the target audience’s key emotional drivers—nostalgia, dreams of self-expression, and the belief that it’s never too late to start something new. By showcasing non-guitar products like keyboards, drums, recording equipment, and DJ gear, I created a narrative that reinforced Guitar Center as a one-stop shop for any musical dream, not just guitar-related ones. The campaign focused on reigniting a sense of possibility and encouraging older customers to take the leap, showcasing that now is the perfect moment to pick up that instrument or gear they’ve always wanted.