MUSIC IS WAITING

Issue: Taylor Guitars saw themselves as true pioneers of the music industry. But to the outside world, they were just another high-quality guitar manufacturer. Taylor needed to establish an emotional connection with players and enthusiasts and engage them in their DNA. Designing a new way to build guitars (from your garage) took guts.

Insight: In the pursuit of music, we risk failure, but those courageous few do it anyway.

Idea: Courage is the mutual passion between Taylor Guitars and its players, and ‘Step Forward, Music is Waiting’ is the invitation. The series features real-life musicians and guitar makers who, in the face of challenging circumstances, made courageous decisions and kept pushing forward.

Impact: Globally, Taylor Guitars achieved record-breaking sales results, achieving more than double-digit growth rates where the campaign ran since 2014.