Marcus King plays Delilah on a cardboard Stratocaster

Back in 2015 a cardboard Fender Stratocaster was designed and made through a collaboration between Ernest Packaging (who are also known for creating some innovative promotional material too), Signal Snowboards, and the Fender Custom Shop.

Earlier this year, the cardboard guitar - as well as a cardboard keyboard and drum set - was handed to Marcus King's band who then shot a few episodes of Cardboard Sessions; 'a jam format music series that brings musicians together to play instruments built and designed by the creators of Cardboard Chaos. A creative exploration for the love of music and the chance to hear something original. No rehearsals, no plan. The moment when a creative spark hits and you dig deep to explore the realm.'

And here is the 28 year old Marcus King performing his track, Delilah, (a song done in collaboration with Rick Rubin) on that cardboard Stratocaster.

To say that we love everything about this project is an understatement. The bold originality and creativity here is astoundingly heart warming. Can't say we've heard anything like this before, but love it we really do.

Who said there aren't highly-creative ways to effectively build a cardboard brand?