The Associated Board of The Royal Schools of Music (or ABRSM to its friends) asked for our help to launch a product into a new space. Journeys is a new online electric guitar app, created to help learners build guitar skills and become accomplished players. Learners follow step-by-step tuition from guitar coaches to play popular songs
The concept needed to work across organic web and paid digital across Youtube, Instagram and Facebook, with a blend of campaign creative and instructional content.
How do you make campaigns stand out in a loud and crowded place? You bring a little quiet in. We knew viewers were bombarded with loud and intimidating messages showing stages, lights, and performance, but from our own experiences, we knew just how much quiet, private practice time made up our later successes.
We created a campaign around a series of intimate vignettes, shot in bedrooms, lounges, and kitchens with learners across a range of skill sets and styles, from tentative plucks to the flow of a full melody. A grounded, un-polished spoken-word monologue glues together visuals with a manifesto that lays out the beauty of the learning process.