700,000 kids across Australia don’t get taught music at school – they have nothing but air to play. To help charity organization the Song Room raise money to put real instruments in their hands, we made an entire campaign out of air.

To launch the campaign we asked buskers to put down their instruments and play air along one of Melbourne’s busiest streets. Air instruments were sold in retail stores across Australia during the six week campaign. Our air orchestra performed on TV. We gave away air accessories. We made a site where people could load up their own air moves. We even sold an awesome 4-piece air drum kit on eBay.

The campaign exceeded all the client’s expectations, generating $749,266 in its first year. One store sold out of air instruments on the first day. Much more than a fundraiser, Play Air got the Song Room’s message out there in a fresh, fun and engaging way. It enabled people to experience what it's like to have no instruments to play. But most importantly, it helped put real ones in the hands of thousands of disadvantaged kids across Australia - approximately 20,000 each week.