KC Masterpiece entered into country music sponsorship with a bang. Together with sister brand Kingsford Charcoal, the brand decided Keith Urban was exactly the right musician to deliver the message of “Turn Up the Music, Fire Up the Grill” to country music fans (most of which also like to grill quite often). Working with photographer Danny Clinch, we wanted to capture an image of Keith and his friends with their families enjoying an afternoon by the grill while out on tour, playing around and having a picnic that could be used at retail, at VIP concert meet and greets, and web promotions that gave a sense of story and togetherness. The campaign was used successfully for 2 different concert tours, utilizing the hero image and other graphics both years to help Keith and his fans turn up the music and fire up the grill.