FENDER - AMVII

Fender House

Guitars are made to be played. To be experienced. As a brand that is a part of music past, present and future — Fender’s new American Vintage II line deserved an in-person mic drop launch.

We recommended selling 51 ’51s at 1951 prices. The clients bought the idea. So then we gave it a wrapper: Recreate 1951 on one day in two cities — Austin and Tokyo.

We built out a raw space to look and feel like Fender in 1951. We PRed the moment to create frothy interest. We created the opportunity to hold the guitar, play the guitar, purchase the guitar, record a vinyl record while playing the guitar and hear killer bands play the guitar live on stage.

Turn up …

Enticing fans to come for 51 ‘51 Teles at the 51 price. The pop-up shop located near ACL went up about a week before the activation began, generating lots of online excitement before the event and getting a lot of traction on social.

Turn out

The integrity of building to original specs that go into this reissue of iconic Fender Models for AMVII was also portrayed on the facade of the pop-up. We referenced the original factory design in Corona, CA

AMVII guitars were not made to be hung on a wall. So we created the Fender For Your Wall — life-size posters that we give to our retailers to include with every AMVII purchase.