|Title||PIANO OF UNIFICATION|
|Brand||MINISTRY OF UNIFICATION|
|Product / Service||MINISTRY OF UNIFICATION|
|Category||A04. Use of Licenced or Remastered Music for a Brand or Campaign|
|Entrant||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Idea Creation||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Production||TELEVI FILM Seoul, SOUTH KOREA|
|Production 2||SEOUL VISION Seoul, SOUTH KOREA|
|Wain Choi||Cheil Worldwide||Chief Creative Officer|
|Jeongkeun Yoo||Cheil Worldwide||Chief Creative Officer|
|Josh Seok-jin Shin||Cheil Worldwide||Art Director|
|Songha Lee||Cheil Worldwide||Copywriter|
|Hyun-Gyu Kim||Cheil Worldwide||Copywriter|
|Myung-chul Moon||Cheil Worldwide||Project Manager|
|il-tae Choi||Cheil Worldwide||Producer|
|Sean Yoo||Breakfast Film||Director|
|Hyun-ah Yoon||DOES||Interactive Design|
On the 70th anniversary of the division, the Ministry of Unification wanted to create a nation wide initiative to revive people’s interest in unification. This is why we chose to use the most iconic symbol of division, the DMZ wire fence, to transport the message of unification. We collected old and replaced wires from the DMZ fence and with the help of instrument specialists we were able to process the wire in a way that it would make melodic sounds. After six months of research it started to sound similar to a piano and our “Piano of Unification” was born. The piano was exhibited at the Seoul Museum of Art in Seoul and was also played in the biggest concert hall of Korea on the National Independence Day. The piano played the song of unification, which touched many hearts and increased people’s interests and sympathy for the unification again.
In cooperation with the Department of Defense, the ministry of Unification collected old wires from the DMZ fence and worked in close collaboration with instrument specialists. After six months of research the wires finally started to sound similar to a piano and our “Piano of Unification” was born. Once the piano was made, we chose to play a song both South and North Koreans know and identify with, the Song of Unification. Besides being part of the exhibition ‘North Korea Project’ at the Seoul Museum of Art (SeMA) the Piano of Unification was also played in a concert with a 300 members choir in the biggest concert hall of Korea on the National Independence Day.
The Piano of Unification was first introduced in the main evening news of the three major Korean broadcasting stations and was seen by more than 10 Million people. It was covered by the BBC News and also gained interest by many other foreign media. The piano was part of the exhibition ‘North Korea Project’ at the Seoul Museum of Art (SeMA) with over 75.000 visitors in two months. But above all, through this campaign the interest in the Unification of Korea was raised and people who once thought that it was impossible to reunite Korea as one country changed their minds through music.
We chose to use the most iconic symbol of division, the DMZ wire fence, to transport the message of unification. The piano was exhibited at the Seoul Museum of Art in Seoul and was also played in the biggest concert hall of Korea on the National Independence Day. We recorded each sound of the piano individually and made them available in an interactive online experience for everyone to play the piano through their smartphone.Users could easily play the wired piano, record their own melody and share it along with their personal message of reunification.
The DMZ wire fence has divided South and North Korea across 250km. It is the most iconic symbol of division. By using the symbol of division to spread the message of unification, we did not only raise the interest in the unification of Korea but also changed people’s minds, who once thought that it was impossible to reunite Korea as one country.