The problem
In order to maximise Hard Rock’s global relevance and interest, we needed to re-position the already iconic brand as more fashion forward and edgy to reach more of their millennial target consumers across the world.
The solution
Using the campaign line ‘This Is My Hard Rock’, our visual approach was rooted in communicating the spirit of Hard Rock Cafe’s core beliefs – individuality, authenticity and creativity. The models chosen for the campaign were those who truly embodied these values and the fashion photography style was honest and raw.
The result
The models were chosen specifically for their passion points and interests that made them individuals, and we celebrated this by using key words and phrases over each model that really showcased their talent and individuality. To add to this, a social media specific mini campaign worked in tandem to ask Hard Rock’s fan base what their style and vibe is to leverage user generated content.
