# Guitar String Fingerprint Ads The Kian Luthier Campaign Promotes 'A Sound of Your Own' By Meghan Young | Published 2013-02-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kian-luthier-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/02/kian-luthier-fingerprint/) & [rccom.br](http://www.rccom.com.br) The Kian Luthier campaign promotes the tantalizing idea of making one's own music by focusing on the image of a fingerprint. Fashioned out of thin [guitar strings](https://www.trendhunter.com/trends/voltage-davinci), the print ads read, "A sound of your own." Appealing to people's desire to be different from others, the Kian Luthier campaign urges aspiring and veteran musicians to get their own [quality guitar](https://www.trendhunter.com/trends/gibson-and-marc-jacobs) to play on. Conceived and executed by RC Comunicação, an ad agency based in Belo Horizonte, Brazil, the Kian Luthier campaign uses [minimalist imagery](https://www.trendhunter.com/trends/adidas-originals-new-campaign) to get its point across. Expertly art directed and illustrated by Rodrigo Spotorno with creative direction by Guilherme Araújo, it also relies on a basic human desire, which should speak to many. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 20% | Activity: 30% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Personalized Music:** Disruptive opportunity: Develop customizable musical instruments and accessories that allow musicians to create a unique sound. - **Minimalist Advertising:** Disruptive opportunity: Create simple and visually striking ads that convey a powerful message with minimal elements. - **Individual Expression:** Disruptive opportunity: Design products and services that empower individuals to express their uniqueness and differentiate from others. ### Where This Applies - **Musical Instruments:** Disruptive opportunity: Introduce innovative technologies and materials in the manufacturing of musical instruments. - **Advertising and Marketing:** Disruptive opportunity: Develop new advertising techniques that rely on minimalism and evoke powerful emotions. - **Fashion and Accessories:** Disruptive opportunity: Create customizable fashion items and accessories that allow individuals to showcase their personal style. ## Related on Trend Hunter - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md) - [Music-Centric Holiday Campaigns](https://www.trendhunter.com/trends/unwrap-expression.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Fashion-Forward Guitar Designs](https://www.trendhunter.com/trends/gibson-and-marc-jacobs.md)