Piano of unification
Korea is the only divided country in the world, but South Korea’s Ministry of Unification wanted to inspire people to believe that they could be one nation again.
To achieve this - Songha Lee in Luke’s team at Cheil Worldwide in Seoul took the barbed wire from the fence that partitions the two countries in the demilitarised zone (DMZ) and re-engineered it into the strings of a grand piano.
The piano was then played at a televised concert that championed the reunion of the two countries. The set finished with people singing along to an old Korean folk song that came from a time before the fence was erected.
The story achieved $10 million of earned media and the piano is still on exhibit at the train station in the DMZ. But most importantly, it is giving hope to millions of Koreans that their countries will be united once again.
Cannes ‘Design Bronze’.