Deep down, most people feel like they still have a little rocker inside them. And these D/C-created brand ads, running in travel-related pubs (the one above targets the tropical traveler — not to mention red-blooded hetero men), reminded them that, no matter what city they’re going to, there is only one place to literally and figuratively feed that rock ’n’ roll jones.
While Hard Rock is aggressively expanding into hotels and casinos, this rockin’ fork, created by D/C, was designed to promote the restaurants. In fact, after first appearing in selected U.S. outdoor, the fork has proved so popular among non-U.S. franchisees that it has become the global advertising icon of Hard Rock Cafes, wordlessly summing up the idea of a rock ’n’ roll restaurant. D/C picked up the Best of Show prize in the competitive San Francisco ADDYs for it.
Deep down, most people feel like they still have a little rocker inside them. And this campaign, targeted at travelers and running on CNN Interational and throughout Hard Rock’s worldwide A/V system, reminded those people that there is only one place to literally and figuratively feed that rock ’n’ roll jones. The TV is part of a comprehensive brand ad campaign that included print and point-of-purchase. The overall Hard Rock effort took top honors in the REBRAND 100 Global Awards in 2006.
Featuring just-post-pubescent pop-throbs Paramore on its cover and some of the best copy, photography and design in the whole world of rock criticism, the third annual Hard Rock Annual arrived in subscriber mailboxes in mid-February bound into copies of Rolling Stone and Spin.
Engineered to start arguments, inspire musical exploration and generally connect the Hard Rock brand to the rock of today, the Annual ignited its first controversy even before subscription copies were mailed, when one artist, receiving his or her preview edition, wasn’t entirely sure if the (admittedly over-written) verbiage inside was indeed positive.
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