STRATEGY // CREATIVE // PRODUCTION // SOCIAL CONTENT // DIGITAL DISPLAY // WEBSITE // PRINT

The Generation Collection of acoustic guitars represents a significant milestone in Gibson’s storied history - an innovation 60-years in the making, and a celebration of an entirely new generation of players. Inspired by a 1960s blueprint from their archives, the exclusive Gibson Player Port™ offers a totally new playing experience, delivering every sonic detail to the player. A feature once reserved for custom builds, the Generation Collection is purpose-built to “Hear More Of You.” To support this moment, D/CAL worked with Gibson to developed a fully integrated, global marketing campaign to captivate customers, educate them on this milestone collection of acoustic guitars and empower retail partners with several ways to amplify their activity.

This isn’t just a marketing campaign. This is a collaboration with the future of music. With millions of new players in-market, we firmly believe this is a moment to re-introduce the Gibson brand in a truly authentic way. So, at the center of the “Hear More Of You” campaign is a creative collaboration with three artists who represent a new, wildly diverse generation of genre-crushing players—Amythyst Kiah, Nikki Lane, and Scarypoolparty. Currently in production, a redux of each artist video will feature stunning visual depictions of each artist’s sound emanating from the Player Port™.

The beauty and feature-rich offering of each Generation Collection model was extended to a dedicated website experience, digital display, social content, in-store POP materials and print ads.