The Campaign

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.

Execution

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.

The Situation

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. The DMZ wire fence is the most iconic symbol of division. 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.

The Strategy

Korea is the only divided country around the world. This is why there is a government agency called 'Ministry of Unification'. The Ministry of Unification had come up with a variety of campaigns to inform the public about the importance of the unification of Korea, but South Koreans have become increasingly indifferent about it. On the 70th anniversary of the division, the Ministry of Unification wanted to change their perception with a very special campaign. 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.