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The Rockstar Next Door

The more dedicated the guitar player, the more they piss off their neighbors. With that in mind, we went to the Condominiums Association of São Paulo (AABIC), which supervises over 8 million tenants and receives thousands of complaints every day, guitar players being the subject of many of them. Using the AABIC complaint database, we tracked down the names and addresses of the guitar players with the highest number of complaints. But instead of fining them or preventing them from playing, we encouraged them to keep on rocking by soundproofing their rooms, giving them a better guitar and providing them with the Guitar Player method.


Brand: Guitar Player

Creative Agency

Creative Agency: Leo Burnett Tailor Made

Copywriter: José Arnaldo Suaid

Art Director: Breno Balbino

Chief Creative Officer: Marcelo Reis

Account Executive: Elton Longhi, Guilherme Grigol, Anelise Reis, Mariana Bedeschi

Agency Production: Celso Groba, Maria Fernanda Moura, Camila Aquino, Jackeline Neuwirt

Producers: Alexandre Barreto, Jack La Noyée (Editors)

Designer: Christian Balzano (Motion Design)

Production Company

Production Company: Edit 2

Executive Producer: Daniela Andrade

Director: Francisco Porto

DOP: Tico Utyama

Producer: Lorena Medrado

Production Runner: Tau Ribeiro


Voice-over: Renato Godá

Music Agency: A9 Audio

Music Production: Apollo music

Category: Magazines, Publications and media

Genre: Digital, Experiential, PR, People, Strategy/Insight, Stunts