STEINWAY & SONS Case study Piano for Peace by DDB Dusseldorf, Markenfilm

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Piano for Peace

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Industry Business equipment & services, Corporate Image
Media Case study
Market Germany
Agency DDB Dusseldorf
Director Martin Schoen
Executive Creative Director Dennis May
Creative Director Jan Propach, Holger Scheuermann
Art Director Fabian Frese, Christian Bültmann, Nadim Habib
Copywriter Michael Schilling, Tobias Hecking
Producer Martin Schoen
Agency Markenfilm
Released May 2012


Clio Awards, 2013
Branded Entertainment & Content Digital/Mobile Gold

Credits & Description

Category: Titanium and Integrated
Advertiser: STEINWAY & SONS
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Executive Creative Director: Dennis May (DDB Tribal Group)
Creative Director: Jan Propach (DDB Tribal Group)
Creative Director: Holger Scheuermann (DDB Tribal Group)
Art Director: Christian Bültmann (DDB Tribal Group)
Art Director: Fabian Jung (DDB Tribal Group)
Art Director: Nadim Habib (DDB Tribal Group)
Copywriter: Michael Schilling (DDB Tribal Group)
Copywriter: Tobias Hecking (DDB Tribal Group)
Management Supervisor: Sönke Bruns (DDB Tribal Group)
Account Manager: Nora Hetzelt (DDB Tribal Group)
Producer: Martin Schoen (Markenfilm Crossing)
Director: Martin Schoen (Markenfilm Crossing)
Project Manager Interactive: Christopher Schultz (Markenfilm Crossing)
Webstreaming: (Markenfilm Crossing)
Cutter: Camille Younan (Markenfilm Crossing)
2D Artist: Artur Borush (Markenfilm Crossing)
Flash-Animation: Marcel Ströter
Media placement: Website - Online - 23.03.2012
Media placement: Live Event/webcastin - Online - 26.03.2012

Describe the campaign/entry
To honour John Lennon, his ideas and ideals, Steinway and Sons devoted him an instrument: the Imagine Series Limited Edition.

Like all Steinway grand pianos, this one is very exclusive. And very expensive. Only a few people can afford it.

To let everybody experience the piano, we used a special occasion: The anniversary of Lennon’s famous Bed-In at Hilton, Amsterdam.

The same hotel. The same room. And the Imagine piano right in the middle.

And then we let people from all over the world access it, by contributing their own song via and then seeing it being played on a live webcast by a newly invented and constructed animatronic.

Right in the exact hotel room, where Lennon once peacefully protested for peace.

Describe how the campaign/entry was launched across each channel in the order of implementation
Various relevant channels, such as the Steinway websites and newsletters, posters at concert halls and music high schools and of course blogs, Facebook and Twitter, led users to the campaign’s central element – the microsite

Here people could contribute their own song, which then was played by the newly invented and constructed animatronic on the piano, physically located in the original room 702 at Hilton, Amsterdam, and broadcast on a live webcast.

Simply made possible by some light sensors, 44 motors and a MIDI interface, letting the system react in real time to the online signals, the system translated users’ recordings and played them automatically.

Give some idea of how successful this campaign/entry was with both client and consumer
The message spread quickly.

In just 8 hours, tens of thousands of viewers witnessed more than 400 songs, played by people from more than 80 countries all over the world, which made it into the gallery, and what the Imagine Series stands for: John Lennon’s ideals and ideals.

This way, Steinway’s first step away from elite concert hall piano producer to a communicative, interactive and entertaining brand was made.