Steinway & Sons

"Piano for Peace":
On March 26, 2012, DDB Tribal (Dusseldorf/Germany), Steinway & Sons (Hamburg/Germany) and Hilton recalled the legendary Bed-In by John Lennon and Yoko Ono.
The live-stream multimedia event "Piano for Peace", intended to set a sign for global peace, took place at the Hilton Hotel in Amsterdam - in the same room that Lennon & Ono used in late March 1969.
Music compositions uploaded by users worldwide were played on an impressive white grand piano from the
Imagine Series Limited Edition by Steinway & Sons in the middle of the room.
With the computer keyboard of every Internet-enabled computer everyone was enabled to play the piano from anywhere in the world via a custom-built robot arm to send their own personal musical message of peace.
The multimedia installation offered complex interfaces and created a striking user experience resulting from a tightly-knit collaboration between client, agency, multimedia producers, piano robot manufacturer and web-developers.
We set up an all-automatic direction process with several cameras that autonomously framed, entered logos, programmed clips for the media library, and altogether administrated the 12 hours streaming marathon in cooperation with StreamZilla, a market-leading streaming house that uses a high performance pan-European fiber network.

Client: Steinway & Sons
Titel: Peano for Peace
Agency: DDB Tribal, Dusseldorf/Germany
Direction: Martin Schoen

Cannes Lions 2012:
Bronze | PR & Cyber


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