STEINWAY & SONS

Services:

BRAND FOUNDATION

CREATIVE, DESIGN

MEDIA

PAID SOCIAL

LEAD GEN

Team:

Strategists, creative director, copywriter, designers, media planning

 

From:

NY, Miami, London, Los Angeles, San Francisco, Düsseldorf, Beijing

Steinway & Sons

"Uncompromising Expression”

For their first major marketing effort in 40 years, we uncovered a value that connects the craftsmen who build Steinways, the pianists who choose to play Steinways, and non-pianists who nonetheless own Steinways: a dedication to being the best in the world at what they do, and an almost obsessive unwillingness to compromise their craft in any way.

We launched an integrated array of Brand, Product, and Retail content, events, print + digital advertising, and paid social media, designed to minimize spend and maximize impact across three continents.

Manifesto Film

"LIGHT+CO's work on the Steinway & Sons brand made a significant and measurable impact.

They helped us define the brand’s purpose, values and beliefs after a forty-year hiatus from advertising. They then applied those to develop a unique, elegant, memorable and persuasive campaign idea and executions that had an unprecedented effect: consumers contacting our retail locations with ads in hand, making impulse purchases of over $100K."

Steinway & Sons

Cristina Trujillo-Lilly, Global Head of Marketing

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U.S., U.K., CANADA
U.S., U.K., CANADA
CHINA
CHINA
GERMANY
GERMANY
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RIOPY

"Golden Gate”

For the music track accompanying the Manifesto Film, LIGHT+CO found an extraordinary young Steinway Artist and composer, Jean-Philippe Rio Py (who now goes by RIOPY). RIOPY provided his original composition, "Golden Gate," for the film, as well as his live performance on the floor of the storied Steinway factory in Astoria, New York. 

In one of those magical moments on set, we were not only able to capture his final audio for the film on his first full take, but our steady-cam operator captured this simultaneous single shot of his performance.

RIOPY One-Take

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