FENDER PLAY FOR LA

The Fender “Play for LA” graduation ceremony featuring Chris Martin and Miguel.

IDEA

When the pandemic happened, kids couldn’t participate in school music classes. Fender created an online music curriculum and donated 1,000 guitars to LAUSD students. We celebrated its first group of graduates of the Summer Music Program with an online event, “Play for LA” and brought in musicians including Coldplay’s Chris Martin, Miguel, and Este Haim to create an inspiring graduation ceremony.

We worked with Los Angeles-based graphic designer Brian Roettinger to make collectible posters, and local fashion brand Kids of Immigrants to create limited edition tour t-shirts.

RESULTS

LAUSD picked up the fall program for 2,000 students—the registration increased 100%, filling in 90 minutes!

The event site received over 96,000 hits on the day of the event.

More than 24,000 impressions

Featured on NBC Nightly News the event landed 127 broadcast coverage pieces, with over 23 million impressions.

Effie Finalist in the Crisis Response / Critical Pivot Category

Gerety Awards Work For Good Shortlist

Cannes Silver Entertainment Lion and 1 Shortlist for Entertainment Lions for Music