For hard-core lovers of music like rock, metal or punk, there is nothing more embarrassing than being seen related with teen-pop music. But at this age of social media, many of them find it hard to escape such embarrassment: their teenage kids might drag them to some teenie concerts, and afterwards they might be seen at these concert by everyone in photos all over social media.

We reached out to several passionate music fan parents who were facing such a problem, and helped defend their dignity at the concert they got dragged to by their kid with the Dignity Shirt. We made an online film of their stories with the shirt to get the idea into the conversation of our target. Then we start to distribute the shirt to more parents in need on social media. In the process, all the posts sharing the photos of the Dignity Shirt at concerts also became our unpaid media to promote the brand.

We defended the dignity of music fan parents and enhanced Rolling Stone as a brand championing great music and dedicated fans.