Social responsibility: Vh1 Save the Music Foundation with Houlihan’s

Situation

Dated, uninteresting brand. No soul. And no purpose beyond profit.

Action

Leverage music to make a style statement for the brand in changing perceptions of being a stodgy, ‘beige’ dining experience. Form partnership to Vh1 Save the Music Foundation to sync with brand values and offer activation at the local level in many forms – live music events, engaging employee artists, consumer sweepstakes & fundraising, and bringing awareness of the cause to millions of diners visiting Houlihan’s restaurants annually. 

Result

Exposed emerging artists to millions while re-instating music education programming in public schools across the country, giving thousands of low-to-moderate income kids to the joy of playing instruments, making music and potentially improving cognitive skills and overall outcomes.