STEINWAY & SONS Digital Piano for Peace by DDB Dusseldorf

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Piano for Peace

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Industry Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile
Market Germany
Agency DDB Dusseldorf
Executive Creative Director Dennis May
Released May 2012


London International Awards 2012
Digital Corporate Image Short List

Credits & Description

Entrant: DDB Tribal Group, Düsseldorf
Imagine Series Limited Edition Grand Piano
"Piano for Peace"
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Corporate Name of Client: Steinway & Sons
Agency Account Directors: Sönke Bruns/Nora Hetzelt
Agency: DDB Tribal, Düsseldorf
Chief Creative Officer: Eric Schoeffler
Executive Creative Director: Dennis May
Creative Directors: Jan Propach/Holger Scheuermann
Copywriters: Michael Schilling/Tobias Hecking
Art Directors: Christian Bültmann/Fabian Jung/ Nadim Habib
Agency Producer: Meike van Meegen
Programmer: OVOS Media Consulting
Digital Production Company: Markenfilm Crossing, Hamburg
Project Manager Interactive: Christopher Schultz
Digital Director: Martin Schoen
Flash Designer: Marcel Ströter
Digital Conceptioner: Lena Bartalszky
Project Manager: Dierk Roeder
Keyboard Animatronic: Atelier 35
2D Artist: Artur Borush
Description of the Project
Honouring John Lennon, Steinway and Sons devoted him the Imagine Series Limited Edition. Like all Steinway grand pianos only attainable for the few who can afford it. But Steinway believes, this instrument should be experienced by everybody.
Therefore, other than usual, we addressed a disperse audience: Critical, politically interested and pop-culture savvy people.
To give them a reason to experience the Imagine piano and to ultimately play it, we used the anniversary of Lennon’s famous Bed-In at Hilton, Amsterdam. And we created an experience commemorating that event. The same hotel. The same room. Just 43 years later, there was the piano – equipped with a newly invented animatronic. It allowed users to play the piano in the room, from wherever they were! “Simply enter, contribute your song with your computer keyboard and it’ll be played by the animatronic on the live webcast.”
A message, we spread on all relevant channels leading to tens of thousands of viewers witnessing 400+ selected songs, played by people from 80+ countries. Thus, we strengthened the public’s perception of Steinway & Sons. And changed it a little bit: Now they not only stand for excellent instrument but also John Lennon’s ideas and ideals.