Kawai Pianos, in collaboration with Ogilvy, has launched an evocative global campaign titled “Instrumental to Life”, celebrating the piano’s profound impact on musicians of all levels — from beginners and hobbyists to accomplished professionals.
This digital and social-first initiative delves into the deep emotional bond pianists share with their instruments, spotlighting the transformative role of music in their lives. Featuring a series of heartfelt films and striking visuals, the campaign brings to life the inspiring journeys of three real pianists, each at a different stage of their musical evolution.
The campaign will be rolled out across social media platforms, YouTube, and key music industry events in Australia, the US, and Europe. A major highlight is its experiential debut at the prestigious NAMM Show in California from January 23–25, where attendees will witness the campaign’s themes come alive in an immersive setting.
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 the 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 original score, specially composed for the campaign was crafted by renowned composer Elliott Wheeler, celebrated for his expansive collaborations with legendary filmmaker Baz Luhrmann, including the blockbuster 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, seamlessly integrating the headlines into sheet music.
A global piano manufacturer known for its incredible craftsmanship and innovation, 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 added.
- 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