John Robertson
VP/Creative Director at Wray Ward
Charlotte, United States
TitleBridge
Agency
Campaign Bridge
Advertiser Taylor Guitars
Brand Taylor Guitars
PostedMarch 2007
Business Sector Musical Instruments
Tagline Quality Guitars
Story We approached this year differently because Taylor has evolved as a company as a result of their constant innovation.



Last year, Taylor's first electric guitar, the T5 Thinline Fiveway, was awarded "2005 Product of the Year" and "Best New Electric Guitar of 2005."



To reflect their evolution and diversification they have reorganized their product line up into three distinct product lines: acoustic, acoustic/electric and electric.



Instead of just focusing on the brand as in year's past, we needed to show people all of the new things that Taylor keeps dreaming up.



Our challenge was telling the individual stories of each product, while wrapping it up into an overall, cohesive campaign.
Media Type Print
Market United States
Photographer
Copywriter
Art Director
Other
Account Executive
Creative Director
Creative Director

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