It has, of course, little or nothing to do with newspaper printing, but this ad campaign from packaging maker Signet is a good indication of which way the money went.
The Australian company commissioned BRING, “Universal Music for brands” to leverage the talent of some of its best-known guitarists, challenging each to perform without their instrument.
And of course, each custom air guitar is delivered – by ambassador The Jinja Assassin – in its own Signet custom box. Australian readers may enjoy time with Andrew Stockdale of Wolfmother, Ella Hooper of Killing Heidi and singer-songwriters Pete Murray and Steph Springs, as well as The Jinja Assassin, ranked world number two air guitarist.
While Hooper called it “one of the weirdest things I think I have ever been asked to do” and BRING general manager Adam Ireland talked of “the challenge of achieving genuine cut-thru for a packaging brand”, what really impressed us was the money available to promote a box brand, even when COVID restrictions have cut artists’ gig earnings.
Here’s Ella Hooper’s performance:
The others – and the unboxings – are at www.signet.net.au/onair Enjoy!