Guns N’ Roses 2023 World Tour

The Objective:
Drive national awareness and excitement for the 2023 Guns N’ Roses World Stadium Tour announcement, despite significant creative limitations, including no access to the band, no new music, and no newly created artist assets.

The Approach:
By identifying a surge in Gen Z and Millennial engagement on TikTok around Axl Rose’s iconic 1990s fashion, we reframed the tour announcement through a cultural lens already resonating with younger audiences. We created a custom video asset that connected these trending visuals to the band’s enduring catalog and stadium-scale legacy, reinforcing Guns N’ Roses’ status as true rock icons. For the first time in eight years of collaboration, we were entrusted with full creative control and granted access to archival footage, enabling a more authentic and impactful narrative. The campaign was further amplified through a high-profile NASCAR partnership, featuring a Guns N’ Roses–wrapped car at the Daytona 500 - plus in-race announcer mentions, logo exposure, ghost GNR car animation, and in-car branded camera graphics - extending reach well beyond traditional music channels.

The Results:
The video surpassed 2.3 million views, driving strong fan engagement and renewed cultural relevance across generations. Together, the creative campaign and NASCAR activation delivered a meaningful surge in site traffic and ticket sales for the stadium tour and strengthened the relationship with the artist team - earning increased trust, creative autonomy, and long-term recognition for effectively honoring and elevating the Guns N’ Roses legacy.