PIANO FOR PEACE by DDB Berlin for STEINWAY & SONS

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PIANO FOR PEACE

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Media Print, Magazine & Newspaper
Market Germany
Agency DDB Berlin
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
Released June 2012

Awards

Cannes Lions 2012
Cyber Lions Best Music/Sound Design Bronze

Credits & Description

Type of entry: Craft
Category: Best Music/Sound Design
Advertiser: STEINWAY & SONS
Product/Service: IMAGINE SERIES LIMITED EDITION GRAND PIANO
Agency: DDB TRIBAL GROUP Düsseldorf, GERMANY
Advertiser STEINWAY & SONS
Product IMAGINE SERIES LIMITED EDITION GRAND PIANO
Entrant DDB TRIBAL GROUP Düsseldorf, GERMANY
Type of Entry: Craft
Category: Best Music/Sound Design
Title: PIANO FOR PEACE
Advertiser/Client: STEINWAY & SONS
Product/Service: IMAGINE SERIES LIMITED EDITION GRAND PIANO
Entrant Company: DDB TRIBAL GROUP Düsseldorf, GERMANY
DM/Advertising Agency: DDB TRIBAL GROUP Düsseldorf, GERMANY

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 ()

Brief Explanation
Honouring John Lennon’s idea of peace, Steinway and Sons devoted him a grand piano: the Imagine Series Limited Edition.
A cause everybody should participate in. An instrument everybody should experience for themselves.

On the anniversary of Lennon’s famous Bed-In, in the same hotel room, we set up the piano and let people play it digitally via pianoforpeace.com using a newly invented and constructed animatronic.

This way, for the first time and unexpectedly a high class brand made sound design social sounddesign*.

*Needless to say, some of the songs were the worst great songs ever played on a Steinway piano.