Fender & LAUSD:
Play for LA
Role
Spearheaded the award strategy and execution for this pro-bono campaign. Developed award entry write-ups, a case study video, and a presentation board to highlight the campaign's cultural and social impact and creative excellence.
Accolades
With a limited budget, the campaign achieved four honors across three prestigious award shows, including:
Cannes Lions: 1 Silver Entertainment Lion and 1 Shortlist for Entertainment Lions for Music
Effie Awards: Finalist in the Crisis Response / Critical Pivot Category
Gerety Awards: Work For Good Shortlist
Case Study
Campaign Overview
When the pandemic disrupted in-person music classes, it widened educational and social inequalities, especially for underserved communities in Los Angeles. Recognizing this critical gap, we partnered with Fender and LAUSD to create Play for LA. This program gave students the tools and opportunities to explore their creativity and amplify their voices during a challenging time.
Fender donated 1,000 guitars to LAUSD students and developed an online music curriculum to ensure students could continue their musical education from home. To celebrate the students’ achievements, we produced an uplifting virtual graduation ceremony that spotlighted the talent and resilience of the next generation and featured acclaimed musicians, including Miguel, Este Haim, and Chris Martin of Coldplay.
Summer Commencement Event
Campaign Results
The campaign delivered meaningful results and a lasting impact:
Media Impact:
Featured on NBC Nightly News and covered in 127 broadcast pieces, including KABC at 4 pm and ABC 7 at 11 pm.
Over 23 million impressions were generated.
Program Expansion:
LAUSD expanded the program to include 2,000 students in the fall semester.
With help from the Fall Music Promo Video that our founder edited, registration for the expanded program filled in just 90 minutes.
Awards Expertise
In our award submissions, we emphasized the campaign’s cultural and social significance, showcasing its ability to address systemic inequalities through creativity and collaboration. By strategically highlighting the program’s tangible impact on students and the community, we secured recognition across multiple categories despite the limited budget.