D'addario Design & Branding D'ADDARIO TRIBES by Musical Express

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Industry Musical Instruments
Media Design & Branding
Market Brazil
Agency Musical Express
Photographer Leandro Texeira, Rodrigo Pirim
Illustrator Gustavo Masías, Rafa Oliveira Ogilvy Brasil, Ed Nogueira
Released February 2011

Credits & Description

Category: Posters
Advertiser: D'ADDARIO
Product/Service: D'ADDARIO STRINGS
Art Director: Ed Nogueira (Musical Express)
Art Director: Rafa Oliveira (Musical Express)
Illustrator: Gustavo Masías
Illustrator: Ed Nogueira
Illustrator: Rafa Oliveira
Photographer: Rodrigo Pirim
Photographer: Leandro Texeira
Image Retoucher: André Santos (Malagueta Studio)
3D: Marcelo Jr (MMJ Studio)
3D: Eduardo Gomes
Client Approval: Antônio Carlos Tonelli (Musical Express)
Media placement: Advertising - Guittar Player Magazine - 1 November 2011
Media placement: Guitar Picks - Musical Stores - 1 December 2011
Media placement: Advertising - Rolling Stone Magazine - 1 February 2011
Media placement: Posters - Musical Stores - 1 February 2011

Describe the brief from the client

In Brazil, the musical instrument business is very competitive. So, in the stores, the fight for space to expose the brands is tough, that’s why they are completely filled with products anywhere.


To highlight the brand and product in the music stores, and raise the sale rates.

Describe the challenges and key objectives

We created music posters fitted with actual strings which can be touched and played by the consumer, emitting the sound of the illustrated instrument, highlighting the D’Addario among other brands, at the moment of purchase.

Describe how you arrived at the final design
Visual concept:

For a player the instrument is his voice. So we designed BTL posters where D’Addario strings represent the vocal cords. Each piece shows some specific musical genres. The intention was meeting an illustration style which demonstrates the attitude and personality inherent of music world. To impress an artistic touch, the posters were oil painted on canvas.

Posters were developed for musical stores with actual strings attached to it. The costumers can try out the product at the moment of purchase.

Give some indication of how successful the outcome was in the market

With the D'Addario Tribes campaign, especially since the posters have been fitted at the music stores, the selling of guitar and bass strings raised more than 30% in approximately 1 month. It's an incredible thing for a business which usually keeps the same sales rate average during the year.

Still, after the posting of the campaign in some blogs, without any investment in media, the brand D'Addario stayed 3.5 weeks in evidence over hundreds of worldwide websites.