Skip to content
MenuClose
A brass band of kids in white shirts marches up the street toward camera, a boy with a baton out front

Louisiana committed to the thing it already owned: its music. With a campaign that made it the place where the music never stops.

:30 TV, a web series and a jukebox app · aimed at drive markets in nearby states.

Noah Williams · Art DirectorTrumpet · 2012–2013

Louisiana is known for its music. That’s not a positioning exercise. It’s the one claim no neighboring state can make.

Where the Music Never Stops said it out loud, and reminded everyone where most of it started.

The music

The state’s calling card was already playing.

Second lines, brass bands, jukeboxes. The sound was the destination. The campaign didn’t have to invent a reason to visit, just amplify one.

A trumpeter in silhouette against a sunset over the water, a distant skyline low on the horizon

The volume

Where the Music Never Stops made the sound the destination.

Not “come see Louisiana.” Come hear it, turned up past where any brochure could go.

The Strand theatre on a clear evening, its marquee lit over the street corner

The neighbors

Built for the people one tank of gas away.

A :30 TV spot, a web series and a jukebox app, all targeted to drive markets in nearby states.

The work sat inside a two-year run for Louisiana Tourism, alongside Meet The Neighbors and the 2013 Year of Music.

From above, a boat cuts a white wake down a green bayou

Credits

Trumpet · Art Director · 2012–2013

A man in an orange polo smiles behind a backyard grill; a woman in blue stands at the edge of the frame

Next case

Meineke

Back on the road, fast