Cannes Lions

GUITARS

KRZYSZTOF NIENALTOWSKI, Warsaw / T. BURTON GUITARS / 2012

Film

Overview

Entries

Credits

Overview

Description

To tune a guitar you need experience or a point of reference. Take the sound "A" that is 440 Hz. How do you find "A", if there is no keyboarder around?Radio ad: It's the producer of T. Burton guitars here. Press the thinnest string on the fifth fret and tune your guitar to the time signal you'll hear after this ad.This ad always ran as the last commercial of the break. Just before the standard time signal announcing the full hour. Thanks to that, a well known radio signal got associated with the T. Burton brand.

Execution

To tune a guitar you need experience or a point of reference. Take the sound "A" that is 440Hz. How do you find "A", if there's no keyboarder around?Radio ad: It's the producer of T. Burton guitars here. Press the thinnest string on the fifth fret and tune your guitar to the time signal you'll hear after this ad.This ad always ran as the last commercial of the break. Just before the standard time signal (that is "A") announcing the full hour. Thanks to that, a well known radio signal is now associated with the T. Burton brand.

Outcome

T. Burton earned its name as the brand that truly supports all guitarists, not only their customers. By giving away for free a useful tool for tuning a guitar a relationship has been built between the brand and the guitarists. The standard radio time signal now works and will work in the future for T. Burton Guitars.

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