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Steinway & Sons

Mother's Day SPIRIO Campaign

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As part of the SPIRIO launch, we developed creative around Mother's Day, leveraging an insight we'd pick up on in multiple markets: many of the early SPIRIO purchasers were eager to be the first in their friend group – or city! – to own one. This newpaper ad was created to highlight the scarcity of SPIRIOs. Versions ran in New York and Los Angeles, and actual pianos were meticulously wrapped and placed in storefronts in the days leading up to Mom's big day.