Created by Cleveland advertising agency Marcus Thomas, this campaign for Kent State University’s annual music festival, tagged “Be Here to Hear It,” reminds music lovers of some recently forgotten musical truths. Expanding beyond its “folkie” roots, with eclectic bands from Brazilian to blues, the festival is hoping to attract a younger audience (18–35). The ads touch on the diversity of performances, but the focus of each—and especially of the campaign’s signature 5" x 5" “plug signage,” that’s taped above public wall outlets typically used for recharging—is the experience, of hearing music live. The campaign appears as full page and junior page ads in Northeast Ohio magazines and newspapers and as 22" x 36" posters on the windows and walls of local coffee bars, Internet cafes, neighborhood eateries and campus dining halls. Additional support material includes a Pledge to Unplug Facebook page and T-shirts, pins, program and postcards.