The Background
Young people are more connected digitally than ever, yet loneliness remain a major concern. Kids need more opportunities to step away from their screens, explore their interests, and connect with others in the real world.
The Problem
Kids need more places to just play.
Between screens, structured activities, and fewer opportunities to simply hang out, explore, and create together, spontaneous connection can be harder to come by.
And while music is everywhere in young people's lives, many experience it through headphones, videos, and feeds rather than making it themselves.
The Insight
Kids discover what they love, and each other, through play.
They don't need to know they want to become a guitarist, drummer, DJ, singer, or producer. Sometimes they just need permission to pick something up, push a button, make some noise, and see what happens.
The Opportunity
Guitar Center can become a different kind of playground. A place where kids experiment with instruments, beats, DJing, production, and sound while discovering new ways to express themselves and connect with others with similar interests.
Instead of waiting for kids to become musicians, Guitar Center can help them discover that they might be one.
The Campaign: WANNA PLAY?
Two words that have helped kids connect for generations take on a new meaning at Guitar Center.
Wanna Play? invites parents to bring their kids to Guitar Center to explore, create, make some noise, and potentially connect with others through music.
No experience. No expectations. No need to know what they want to play.
Just come in and play.
The musical playground
A new place to play.
Guitar Center transforms its stores into musical playgrounds where kids can explore guitars, drums, DJing, production, vocals, and more. With no experience or expectations required, Wanna Play? gives families a place to experiment, create, and connect through music.
Bringing the playground to families.
Guitar Center brings interactive musical playgrounds to shopping malls, public parks, community festivals, street fairs, outdoor concerts, and family events. Kids can experiment with instruments, DJing, production, and sound while parents discover new ways for their families to play, create, and connect.
Television & Connected TV (Storyboard)
Play looks different for every kid.
A :30 spot speaks directly to parents, showing how play evolves from childhood through the teenage years and into young adulthood. From playing outside to experimenting with guitars, drums, vocals, and production, Wanna Play? positions Guitar Center as a place where young people can explore their interests, express themselves, and connect with others through music.
Out-Of-Home Advertising
Turning anywhere outside into an invitation to play.
Billboards, bus shelters, digital displays, and murals invite kids and parents to rethink what “play” can mean. Playful copy encourages families to visit Guitar Center, try something new, and discover how they want to make music.
Paid Social media
More than music. A place to play, grow, and belong.
Targeting parents, the paid social campaign highlights how music helps kids and teens build confidence, express themselves, develop new skills, and form lasting friendships. Each execution showcases young musicians connecting through shared experiences, positioning Guitar Center as a place where parents can help their children discover their passions and grow through music.
Digital Banners
Inspiring the next generation to play.
The Wanna Play? digital banner campaign speaks directly to parents, highlighting how music helps kids build confidence, express their creativity, develop lifelong skills, and connect with others through shared interests. Featuring diverse young musicians, each execution encourages parents to nurture their children's passions while driving them to Guitar Center to explore instruments, lessons, and gear.
Inspiring parents to help their kids discover a passion for music.
The Wanna Play? emails speak directly to parents, showing how music can help their children build confidence, express creativity, and form meaningful connections. Through inspiring stories, engaging visuals, and clear calls to action, the campaign positions Guitar Center as a place where young musicians can explore their interests, develop their skills, and find a community through instruments, lessons, and gear.
Public Relations & Earned Media
Bringing the joy of music to communities nationwide.
The Wanna Play? PR initiative generates awareness and excitement around Guitar Center's Musical Playgrounds, interactive experiences popping up in stores and public spaces where kids and teens can explore instruments, play together, and discover their passion for music. Through press releases, local news coverage, and media partnerships, the campaign informs parents about upcoming locations, dates, and activities while directing them to Guitar Center's website to find a Musical Playground near them.
Landing Page For The Musical Playgrounds
Turning curiosity into opportunities to play.
TheMusicalPlayground.com serves as the central hub for Guitar Center's Wanna Play? campaign, helping parents discover interactive musical experiences for their kids and teens. Featuring an interactive map, upcoming event calendar, activity descriptions, and location details, the landing page makes it easy to find Musical Playgrounds in stores and public spaces. Supporting digital and social ads drive parents to the site, encouraging them to give their children opportunities to explore music, express their creativity, and connect with others through shared interests.
Role: Copywriter, Creative Ideation / Development, Strategic Planning
This is an independently developed speculative advertising campaign created for portfolio purposes. It is not affiliated with, commissioned by, or endorsed by Guitar Center. All campaign concepts, creative executions, and mockups are presented to demonstrate my strategic thinking, copywriting, and creative capabilities.