Signet is Australia’s No.1 packaging manufacturer and supplier of world-class packaging solutions to Australian businesses for over 50 years. And while Signet continues to lead the pack, the category of packaging is pretty vanilla, with the whole sector relying on uninspiring and bland B2B marketing.

Signet On Air was the creative answer to an intriguing question: what happens when Australia’s leader in packaging packages…nothing at all?

Probably the most comprehensive air guitar film series the music world has ever seen, what would happen if famous musicians received an exquisitely packaged air guitar?

The campaign features four of the most talented musicians in the Aussie rock scene. Wolfmother’s Andrew Stockdale, Killing Heidi’s Ella Hooper, singer-songwriter Pete Murray and ascending guitar sensation Steph Strings. At the heart of this film series was our musicians being presented a custom air guitar by the Jinja Assassin. Then as ones does, unboxing that air guitar on-camera.