We Introduced Fender’s Newest Sexy Stratocaster

We launched Fender’s latest Artist Signature guitar in partnership with Grammy-nominated R&B innovator, Steve Lacy, aptly named the “Steve Lacy People Pleaser Stratocaster.”

Overview

Artist Signature launches are par for the course for a Fender, but this launch paid homage to a player whose guitar-playing style is as technically proficient as it is emotionally evocative—and a celebration of Steve Lacy’s indelible impact on culture at large.

Our Solution

We executed on a multi-pronged outreach push highlighting product elements like the artist designed chaos burst finish and out of home elements that exemplify Steve’s impact on culture—a first for the brand. We offered up different elements of the campaign as exclusive assets, such as the hero video, which was featured in the Billboard exclusive story.

Results

In addition to Billboard breaking the exclusive with a brand’s dream headline “‘It’s a Full-Circle Moment’: Steve Lacy Partners With Fender for His Very Own Guitar,” the launch went on to garner more than 3B impressions from top tier outlets, praising the design and specs of the product and leaning into Steve’s cultural impact as a new kind of guitar hero.

3B Media Impressions

16 Media Placements

10 Product Loaners

Meati

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Twenty years after “Protect This House” became part of sports culture, we refreshed its meaning for today's athletes with help from Stephen Curry and Kelsey Plum.