Once upon a time (not so long ago), the piano was a home life staple. Kawai and Ogilvy are giving the piano centre stage in life again. Their digital and social-first campaign explores the concept that pianos are Instrumental to life through a variety of film and static executions, capturing the deep emotions felt by three real pianists at different stages of their musical journeys.
The global campaign is running in social, YouTube and at industry events across Australia, the US and EU, including an experiential launch at the NAMM Show in California January 23-25.
Ogilvy Sydney executive creative director, Bridget Jung, said the campaign aimed to make the brand more contemporary and relevant by “capturing the feeling and emotion of playing a piano – honest, authentic and deeply felt. We know from our global research that people see playing the piano as an act of expression and a way to connect with something deeper and more integral to life. With this campaign, we set out to remind the world why we play, rather than focusing on what we play.
“To bring this idea to life, we cast real pianists and crafted stories around three distinct moods, highlighting the joy and vibrancy that playing the piano brings in even ordinary moments. From a woman igniting a party with friends, to a brother fully committed to practicing (while playfully annoying his sister), to a reflective elderly man finding solace in memories. We approached every detail of this project with the same meticulous craft and precision that defines every Kawai piano.”
The music itself is also a big feature of the campaign. The original score, specially composed for the campaign was crafted by renowned composer, Elliott Wheeler, a frequent collaborator with legendary filmmaker, Baz Luhrmann, including the biopic, Elvis.
Wheeler not only created the evocative music for the films directed by Revolver’s Gabriel Gasparinatos, but also composed a unique musical score for the print, integrating the headlines into sheet music. This approach allows the campaign to transcend mediums, inviting musicians to ‘play’ the headlines and experience the design audibly and visually.
Kawai global project manager, Warrick Baker, commented, “Kawai has always stood as a symbol of expression, creativity, and connection. And now the new ‘Instrumental to Life’ platform takes the brand into a new era.
“It doesn’t just showcase the craftmanship of our pianos, it shows what our pianos make possible and celebrates the transformative power of music. It’s more than just a campaign; it is a movement to connect music to all aspects of our lives. From a young beginner touching their first key, to seasoned musicians crafting their legacy, we’re proud of how our brand is presented and excited to see it reach new audiences extending well beyond just traditional players.”
The Instrumental to life campaign was led by Ogilvy Sydney, working closely with Ogilvy New York on social and influence activity.
Credits
Advertising, Social & Influence, PR & Media: Ogilvy Sydney
Influence: Ogilvy New York
Production: Revolver
Director: Gabriel Gasparinatos
Production: Hogarth
Post Production: ARC
Experiential:The Do Collective
Photography: Pool Collective
Photographer: Juliet Taylor
