‘It shows what our pianos make possible’: Kawai launches global platform led by Ogilvy Sydney
Ogilvy Sydney has led the creation of a new global platform for piano manufacturer Kawai, showcasing the intrinsic role the piano plays in the lives of music lovers.
Launched this week, the digital and social-first campaign explores the concept that pianos are ‘Instrumental to Life’, capturing the deep emotions felt by three real pianists at different stages of their musical journeys.
The music itself is also a big feature of the campaign, with the original score composed specifically for it by renowned composer Elliot Wheeler, known for his work with Australian filmmaker Baz Luhrmann.
Ogilvy Sydney’s executive creative director, Bridget Jung, hopes the campaign contemporises the brand, making it more relevant by “capturing the feeling and emotion of playing a piano – honest, authentic and deeply felt”.
She said: “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,” Jung continued.
“We approached every detail of this project with the same meticulous craft and precision that defines every Kawai piano.”
Wheeler not only created the score 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.
Designed to transcend mediums, the sheet music invites musicians to ‘play’ the headlines and experience it audibly and visually.
Kawai’s upcoming 100th anniversary in 2027 provides “an ideal moment to look ahead to the next century of the brand’s evolution, and how best to make it more contemporary,” according to Kawai’s global project manager, Warrick Baker.
“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,” he said.
“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 campaign will be live on social, YouTube, and at relevant industry events across Australia, Europe, and the US, including an experiential launch at the NAMM Show in California from January 23-25.
Credits:
Ogilvy Sydney – Advertising, Social & Influence, PR & Media
Ogilvy New York – Influence
Revolver – Production
Director Gabriel Gasparinatos
Hogarth – Production
ARC – Post Production
The Do Collective – Experiential
Pool Collective
Photographer – Juliet Taylor
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Yeah great. And this is supposed to sell Kawai Pianos how? By the way they are about 4 years too late. The time to do this was pandemic time when everyone was spending money on pianos and just about anything else they could get their greedy hands on.
But now it’s the opposite. People are trying to sell their unused pianos – ‘trying’ being the operative word cause consumer money has run out.
So just as we are trying to sell our pianos, Kawai waste all this money to sell us their pianos by ‘reminding’ us that we like music. Like we forgot or something. They have lost the plot.