CategoryB04. Public Service, Charity & Fund Raising
Entrant Company:BADJAR OGILVY Melbourne, AUSTRALIA
DM/Advertising Agency:BADJAR OGILVY Melbourne, AUSTRALIA



Name Company Position
Michael Knox Ogilvy Executive Creative Director
Nicholas Desira Ogilvy Creative Director
Sally Richmond Ogilvy copywriter
james Sterling Yello Creative Director
Dee Vallabh Yello designer
Jason Deacon DT Digital Art Director
Emma Park DT Digital copywriter
Tim Marxsen Ogilvy Agency Producer
Andrew Baxter Ogilvy CEO
Nathan Dixon Ogilvy Senior Account Director
Paula Bloodworth Ogilvy Strategy
Charles Williams/Matt Weston The Pound Directors
Fiona McGregor The Pound Producer
Sam Hopgood Sound Lounge Sound Designer
Elodie Fouqueau MRPPP Editor
Paul Curran The Song Room Marketing Manager
Lynda Soklich The Song Room Fundraising Manager
Caroline Aebersold The Song Room CEO

The Brief

The Song Room is a not-for-profit organisation that provides music and arts programs for disadvantaged children. The Song Room asked us to create a fundraising campaign to help them do this. Almost 700,000 kids across Australia aren't taught music at school. That’s three out of four kids who only have air instruments to play. We thought that was a pretty amazing statistic and put that way, we thought it was also pretty compelling. So our idea was, help The Song Room put real instruments in the hands of those who need them by creating an entire campaign around Air Instruments.

Creative Execution

The Song Room exists to put musical instruments in the hands of children who need them. We created a campaign that demonstrated what these kids currently have to play, nothing. We showed just how compelling an air instrument can be and asked people to purchase them so a real one could be put in the hands of those who need them.

Describe the creative solution to the brief/objective.

A unique approach to charity advertising, it wasn’t just a pull on the heart-strings, it was fun. We made a set of Air Instruments (Air guitar, air triangle, air saxophone, air drums, air mic') to sell in retail stores to raise money. Light hearted and playfully designed, the vacuum moulded 'Air Instrument' packs were popular. They sold out of many of the stores the day after they were displayed.


Each of our Air Instruments sold for $2 , we have currently sold 42,000 of these. Each online vote cost $1, we currently have 2,200 votes. The Air Busking event (although not intending to be a fundraiser) raised $408.