For hard-core lovers of music like rock, metal or punk, there is nothing more embarrassing than being seen related with teen-pop music. But at this age of social media, many of them find it hard to escape such embarrassment: their teenage kids might drag them to some teenie concerts, and afterwards they might be seen at these concert by everyone in photos all over social media. That's why we created a shirt that can make their face invisible under flashlight, to help defend their music dignity at teenie concerts.

We reached out to several passionate music fan parents who were facing such a problem, and helped defend their dignity at the concert they got dragged to by their kid with the Dignity Shirt. We made an online film of their stories with the shirt to get the idea into the conversation of our target. Then we start to distribute the shirt to more parents in need on social media. In the process, all the posts sharing the photos of the Dignity Shirt at concerts also became our unpaid media to promote the brand.

We defended the dignity of music fan parents and enhanced Rolling Stone as a brand championing great music and dedicated fans.

The idea is an unusual way to promote and refresh the core of the brand, Rolling Stone, with almost no media budget. With an unexpected stunt, and entertaining content, it activated the Rolling Stone community of passionate music fans.

The idea is targeted at passionate music fan parents, who has dedicated love for music like rock, metal or punk. To help save their embarrassment of being seen at a teen-pop concert on social media, and defend their music dignity, we created a shirt that is made with reflective glass nanospheres. The effect: it can make their face invisible under flashlight. We distributed the shirts to our target to wear to the concert they get dragged to by their kid. In the photos of these concerts shared online, people will also see the parents' music dignity protected. This way, the message of the brand is spread both at different popular concerts, and on social media.

The Rolling Stone magazine has always been championing great music and passionate music fans. Without a big communication budget, they want to reinforce this brand image, and strengthen their connection to the community of passionate music lovers.