Campaign: Air Guitar

Client: The Song Room
WPP company:
BADJAR Ogilvy Melbourne

Around one in four children in Australia don’t have access to a music or art teacher. The Song Room (TSR) is a not-for-profit organisation that provides a range of free educational arts programs to disadvantaged schools and communities across Australia. In 2010, BADJAR Ogilvy Melbourne worked pro bono to highlight the importance of music education for children and to raise funds for TSR. As well as print ads and television commercials, a set of five vacuum-moulded ‘Air Instruments’ were sold across Australia at participating retailers, ‘Air Buskers’ performed along one of Australia’s busiest streets in Melbourne, and people were invited to post videos of them playing air instruments online at

Over a six-week period, the campaign raised over AU $500,000 for TSR, helping to put real instruments into the hands of disadvantaged children.

The campaign was worth AU $121,000 of agency time.

View the video below

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