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Hard Rock International

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Comeback

A decades old, universally recognized brand, Hard Rock had lost its way — and was losing its audience. The goal of the relaunch, awarded top prize in the Rebrand 100 competition, was to restore the luster that had once motivated stars to hand over guitars. This meant cleaning up logos, creating an overarching corporate logo, finding a way to say “rock ’n’ roll restaurant” wordlessly and opening up to modern music, among eight years of other things.

Today we’re thrilled to announce the acquisition of A2G, a widely recognized experiential and social influencer agency. The acquisition extends our reach to two new major markets, adds a robust suite of complementary services to our offering and brings us a powerful new partner.

Tobacco flavors that seem fun and vaping devices that look like tech gadgets have led teens, and even parents, to underestimate the damage of nicotine. Most people know it’s addictive. But addiction is only the beginning. Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.

Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.