Given D’Addario‘s pioneering legacy in music accessories, they are one of the few, if only, string manufacturers with the ability to legitimately call their strings The Six. The new campaign, featuring the tagline The Six That Get You, highlights how “D’Addario is the acoustic string that can always get you to whatever moment you are chasing with your music. Art and science, passion and innovation all come to life from E to E for an unparalleled tone and feel. The Six amplify the power, the feeling and the reason so many players choose D’Addario strings in the very personal activity of making and playing music.” In concert with the print campaign, D’Addario launched a website for The Six That Get You, featuring exclusive interviews with top acoustic performers, interactive content, as well as striking new images and videos shot through the soundhole of a guitar, and much more.

Campaign Features

Print Campaign:

The consumer print advertising features a unique perspective of the world shot through a guitar’s sound hole. Each ad is intended to depict a very different moment in a player’s life—from songwriting in a bedroom to serenading a loved one, to playing on stage before a huge crowd.

The Six That Made Me:

As part of the web campaign, the new site features trendsetting guitarists, talking about the influences that have shaped their sound via video series. D’Addario sat down with “SoCal country” pioneer Sam Outlaw, bluegrass virtuoso Dave Rawlings, Americana legend Jim Lauderdale, Jackie Green, Fats Kaplan and many more to discuss how they unlocked their true sound and the albums, guitarists and songs that inspired them. Videos will be debuted over the next several months.

Hear The Six In Action:

A brand new portal invites players to compare how the different sets of D’Addario strings sound via an interactive sound chart. The new website also features a partnership with Reverb.com, a vibrant online community and marketplace for musicians to purchase and sell the gear they use to create the music they love. More video, as well as user-generated and interactive content, will be unveiled over the coming months.