Challenge Create a campaign for Woodstock’s 50th Anniversary Festival, (previously) scheduled to take place summer of 2019, that pays homage to the festival’s rich history while ushering the brand into the future and bringing the experience to a new generation of music fans.

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Insight  In 1969, America was a tense cultural battleground divided over the Vietnam War, and distrust in the government was at an all time high. 50 years later, little has changed. The country is more divided than ever before. Politics have torn America in half, and citizens are uncertain where to put their trust. Music remains a unifying force that transcends boundaries and heals divides. 

Solution  A series of 60 second ads featuring footage from the original Woodstock that draws parallels between the cultural dynamics of the time and today, and emphasizes that the world still needs 3 Days of Peace & Music.