Most people are familiar with Fender bass guitars. Our brief was to bring Lakland in line with its chief competitor. The viral teaser campaign was a series of short films that sent to musicians, non-musicians and distributors. Each film shows a simpleeveryday rhythm. After several weeks, we sent out the answer to the campaign which featured the Lakland bass' headstock and the line "Every great Rhythm deserves a bassline", as well as a web address where they could find out more about the product and send the films to friends.