ROCK DM

TitleROCK DM
ClientDAVIS GUITAR MUSIC CENTRE
Product / ServiceGUITARS, EQUIPMENT AND LESSONS
CategoryA04. Stationery
EntrantY&R SINGAPORE, SINGAPORE
Entrant Company:Y&R SINGAPORE, SINGAPORE
Design/Advertising Agency:Y&R SINGAPORE, SINGAPORE

Brief Explanation

We took a look at the world of rock 'n roll and realized it's full of iconic clichés. We looked at these clichés and decided we wanted to take one and make it stand out. Just like guitarists want to stand out. We wanted current and potential musicians to identify Davis Guitars as both a haven for rock 'n roll and as their next step towards the limelight of stardom.

The Brief

Give current and potential musicians a reason to think of Davis Guitar Shop as the go-to shop for guitars and lessons – because Davis Guitar Shop understands reaching your rock 'n roll dreams takes practice, determination and some damn good equipment.

How the final design was conceived

We decided to reach current and potential musicians with something relatable: Transforming receipts into part of the rock star experience. After the purchase of a guitar or lessons, signatures are transferred through carbon copy paper onto the chest of an awaiting groupie, giving you your first autograph (and putting you one step closer towards becoming a rock star).

Indication of how successful the outcome was in the market

As a result of this honest and fun approach, word of mouth quickly spread throughout the music community generating interest in the shop. Davis Guitars saw an increase from teenagers interested in purchasing guitars, then taking lessons from the shop. Additionally, the popularity of the receipt aroused curiosity creating an overall influx of foot traffic and purchases. In other words… it rocked.

Credits

Name Company Position
Han Ming Toh Y&R Singapore Creative Director
Adam Miranda Y&R Singapore Senior Copywriter
Kittisak Poonnotok Y&R Singapore Art Director
Joshua Hepburn Y&R Singapore Copywriter
Matt Grim Y&R Singapore Copywriter
Kirby Ho Y&R Singapore Production Manager