-Student Work (Copywriting)-
This campaign, completed by a marketer, art director, and copywriter team, is designed to maintain the classic feel of Martin guitars, yet appeal to a young millennial audience. This is done through the use of a snappy tagline and beautiful print ads as well as an app in which people are encouraged to become a songwriter. The Martin Songwriter app allows users to turn their own original melodies into acoustic Martin guitar songs. Once a song is created, it can be shared across social media and on a microsite to be voted on by others. The most popular songs will then go on to be covered by C.F. Martin Musician Ambassadors. This campaign was chosen by the C.F. Martin Marketing team out of four campaign options created by students.
Design - Nate Renninger