America’s most iconic music can be traced back to one place: Memphis, Tennessee. But over time, the city had lost its luster. We had to show potential tourists that Memphis was still worth visiting, and still inspired music worth listening to.


We found an up-and-coming indie band with writer’s block and had them use the city to help write the final song for their new album. They went to the most iconic places in Memphis to get inspired—crafting the song along the way. Then they recorded the finished track at historic Ardent Studios. We turned the story into a short film. To kick off the campaign, we had the band perform the song at 35,000 feet on the new Southwest Airlines Dallas to Memphis flight.