PIANO OF UNIFICATION

Short List
TitlePIANO OF UNIFICATION
BrandMINISTRY OF UNIFICATION
Product / ServiceMINISTRY OF UNIFICATION
CategoryB03. Use of Exhibitions / Installations
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production TELEVI FILM Seoul, SOUTH KOREA
Production 2 SEOUL VISION Seoul, SOUTH KOREA

Credits

Name Company Position
JaeChul Lee Televi Film Director
Byung-su Kim Televi Film Producer
Juhyun Sihn Televi Film Sub Director
Hyunung Choi Televi Film Sub Director
Jae-yeon Lee Seoul Vision Editor
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
GongMyoung GongMyoung Music Director
Dong-hyun Kim Fireworks Editor
Hyun-ah Yoon DOES Interactive Design

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.

Creative 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Korea is the only divided country in the world. On the 70th anniversary of the division, we chose to use the most iconic symbol of division, the DMZ wire fence, to transport the message of unification. 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.

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.

Links
Website URL