The world was in need of collective catharsis from 2020, and music is the answer. Fender invited the world to pick up a guitar and play with three months of free virtual guitar lessons on the Fender Play app. The offer helped make guitar a new hobby for millions and Fender saw its biggest growth in sales volume in history.
Six months later, everything and nothing had changed. So Fender turned to us to shout that message with a whole new creative platform: Play Free.
To compliment the campaign, we created an interactive audio gear guide for new players, Find Your Fender.
Find Your Fender guides new players to their perfect instrument while simultaneously composing a new song in realtime using the evolving sounds created by their choices. Based on the users input, it intelligently recommends the perfect Fender guitar, bass, or ukulele, for all levels.
“It felt very easy to use, despite me having little knowledge of guitars. I felt more included in the 'guitar community' than I ever have. I never felt lost or overwhelmed.”