George Lowden and Ed Sheeran share a strong belief that an affordable guitar shouldn’t mean compromising on quality.
Sheeran by Lowden was an idea born from the friendship and collaboration that had been built up between these two musical heavyweights over many years.
If done right, it would inspire more kids to pick up a guitar, write songs, sing, busk, vlog…whatever they want to do.
Mammoth were asked to build a unique brand and compelling brand story that would work seamlessly with Ed Sheeran’s own brand and with Lowden Guitars’ existing brand, creating an irresistible draw for aspiring musicians across the world. Mammoth acted as chief storytellers and created the brand ‘Born to Play’.
Devising a brand identity, positioning and building a brand system to match the creativity, innovation, and voice of the new range. The system enabled a flexible and creative platform that gave the ability to create powerful, exciting and engaging multi-channel communications that can be different every time – but always distinct to the Sheeran by Lowden brand.
This brand demanded an epic launch… a top-secret Ed Sheeran gig to create maximum hype and noise at NAMM, the world’s largest trade music show in California.
A surprise appearance by Ed heightened media interest and pre-sales sold out in minutes. Truly a brand launch the competition simply didn’t see coming, and a brand that made music for years to come.
"I just really want to get great guitars into kids’ hands and inspire them to play."
Ed Sheeran
