SIGNET packages up air guitars for Aussie musicians via BRING

Australian owned packaging company, SIGNET, has challenged famous Australian guitarists to perform without their instrument in a new campaign from BRING, Universal Music for brands.

The campaign features Andrew Stockdale of Wolfmother, Ella Hooper of Killing Heidi and sing-songwriters Pete Murray, Steph Springs, as well as world number two ranked air guitarist, ‘The Jinja Assassin’.


Other assets:

Andrew Stockdale unboxing:
Ella Hooper unboxing:
Steph Strings unboxing:
Andrew Stockdale performance:
Ella Hooper performance:
Steph Strings performance:

The creative entails a series of comical Air Guitar performances, as each artist is gifted their very own custom air guitar in a custom box, as presented by Signet ambassador ‘The Jinja Assassin’. Stepping out of their comfort zone, each guitarist takes the stage for a comical, and slightly bizarre, live performance with their air guitar, vocalising guitar sounds Jack-Black style in the absence of their real instrument.

Matt Henry, GM, marketing and strategy at Signet, said: “As Australia’s favourite packaging brand, we always challenge ourselves to shake-up our relatively boring product category. We want to breathe life into a beige industry with a fun brand personality that closely aligns to our customers – everyday Aussies who are authentic, hard-working and don’t take themselves too seriously…so neither do we! Aussie businesses responded so positively to our faux packaging sponsorships for Air Guitar Australia’s amateur champions, it was a no-brainer to partner with BRING to evolve the idea into working with some of Australia’s most celebrated professional guitarists! We can’t wait to continue rolling out awkwardly fun extensions of the campaign in the coming months.”

L-R: Steph Strings, Andrew Stockdale, Ella Hooper, Pete Murray

Adam Ireland, general manager, BRING, Universal Music for Brands, said: “The challenge of achieving genuine cut-thru for a packaging brand, a category that can be perceived as bland, really is a marketer’s dream. The creative license we were afforded by Signet made this such a fun campaign to work on. With an idea like this, you really must hold a real conviction that it’ll land with fans. To have four legends of Aussie rock music dive right in the way they did, was all the validation we needed to really push the boat out creatively. To see fans genuinely loving the creative marketing of a packaging brand is a thrill – it means we’ve done our job.”

“This was one of the weirdest things I think I have ever been asked to do if I’m honest”, said half of Killing Heidi, Ella Hooper: “But the entire team were a dream to work with, they really created a safe set to have fun and really get into it. It’s been a blast putting this one out in the wild and seeing the positive reaction from my fans. Is it strange? Sure. But I dig it.”

The campaign rolls out across Signet’s owned channels (YouTube and social media), as well as artist’s social media, and in print (Rolling Stone). The campaign will also live at a dedicated web address.


Creative Agency: BRING, Universal Music for Brands
Adam Ireland, General Manager, BRING
James Griffiths, Executive Creative Director, BRING
Chris Russell, Partnerships Director, BRING
James ‘Wilko’ Wilkinson, Creative, BRING

Matt Henry, General Manager, Marketing & Strategy
Angelina Mavrick, Senior Content Producer
Prue Krook, Digital Marketing Manager

Production: Milkmoney
Director: Aimee-Lee Curran
Producer: Jessica Ameduri.
DOP: Jack Saltmiras.
Gaffer: Matt Willis
Post Producer: Autumn Loveday.
Editors: Josh Palmer & Karl Warwick Pearson
Colourist: Dan Molony
Sound: Ant Marsh

After Winter
Tim Ashton, Photographer

With thanks to
Alex Lee – Comedy Writer



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