Creative/Art Direction • Design

How Magazine, InHowse Design Award, Integrated Campaign 2016

‘Performance is Everything’ served as the creative foundation for all our marketing in 2016. The goal was to build excitement around our new product lineup and reinforce Dunlop’s reputation as a brand that truly understands the working musician’s lifestyle.

Instead of relying on endorsements from well-known artists, we spotlighted a hardworking, unsigned band from the San Francisco Bay Area. The storyboard followed their journey from the van to the stage, showcasing our latest gear in a real-world setting. By presenting our products in their natural environment—how actual musicians use them—we offered a fresh, authentic perspective that resonated strongly with our audience. It also gave well-deserved exposure to a talented emerging band, strengthening our credibility within the music community.

The campaign included a poster, product launch video, digital ad placements and supporting social media advertising.