So there’s this company from Lafayette, LA that makes guitars out of carbon fiber, which- if you didn’t know- is like space-age material that is feather light and really sturdy. Making a guitar out of it allows them to provide musicians with something that sounds good and doesn’t need to be handled with kid gloves like a fragile conventional acoustic instrument.
The challenge was to emphasize the value of the product while dealing head-on with the fact that acoustic guitar lovers have a romantic attachment to the heritage of acoustic instruments and the skilled craftsmanship that is attached to woodworking for guitars. It’s essentially hundreds of years of progress compared to a really cool contemporary twist on that heritage. Here are the campaign one-sheets that were passed over because they chose not to invest in full-page magazine placements.