Creative Director: Jeremy Taylor
Director Retail Marketing: Jessica Hoyt Protheroe
Design Director: Steve Zeitzoff
VP Marketing: Kelly Magrath
The brief was to work on a new means to engage with the consumer on the floor. With a sea of guitars at a guitar store, how does fender standout from the crowd? How does Fender start a conversation and make a statement? CBC studios & Team Dyno collaborated on a duel purpose playable fixture. The consumer can actually play the retail fixture that houses the information. The guitar was done in Fender's brand color red. We launched a test of these at Fender's NAAM booth.