A mixed media campaign using unusual outdoor, a series of T-shirts, and radio to promote Marshall Music's range of guitars, drums and other music paraphernalia.

The electric fence is a common sight in South African cities, so to see it coincidentally forming the strings of an electric guitar made for an arresting effect on passers-by.

Marshall Music reported a 25.5% increase in sales across the range for the promotional period, and a general increase of 15% across other instruments as a result of in-store cross-pollination.