Practicing a musicalinstrument is not as easy as you might think.Most of the time, you may be making mistakes aftermistakes. But…

PROJECT MOVIE

BACKGROUND

Yamaha's brand promise is defined as "Make Waves", expressing Yamaha's determination to help people create their "heart-trembling moments". While Yamaha has long been highly regarded for its easily accessible and high-quality instruments, in the era of diversity, hobbies have become more fragmented, and the growth of the music population has not been dramatic. Additionally, the market situation, with the entry of low-cost and high-quality manufacturers, made it clear that in order to maintain and expand the customer base, it was necessary to go beyond just the functional value and build an emotional connection.

IDEA

It is a platform for a series of campaigns highlighting the "practice time". Showing that Yamaha understands and cherishes the struggles and trial-and-error moments, this campaign aimed to support all musicians in experiencing the joy of music through Yamaha’s technology.

♪ YEAR 1

2022SO MUCH EFFORT LEARNING LIFE MAKE WAVES.

Graphic ad that turns a friendly eye on the time spent practicing.

♪ YEAR 2

2023MUSIC IS A CHALLENGE.THAT'S WHY WE LOVE IT.

A Commercial that depicts the truth behind music.

2023THE JOYFUL PIANO

A concert project for pianists with physical disabilities, supported by Yamaha’s AI-assisted piano.

♪ YEAR 3

2025WE LOVE MUSIC, IN EVERY KEY.

Globally implemented advertisements that humorously depict practicing time.

2025KNOCK TURN

A global campaign to enjoy a piano score incorporating mistakes that were made during practices.

RESULT

  • 2.7B Impression
  • 25% Musical Insturument Global Share
  • UP 285% IN 3YEARS Register Customer Base

MEDIA