Yamaha had a mission. They wanted to move their brand beyond simply the manufacturers of fine musical instruments, and position themselves as the conduit by which we connect with music. We introduced a concept that did just that.
We launched a campaign aptly named Random Acts of Music, with an emotional video about people reconnecting with their lost love of music.
A microsite was created to share the video and to encourage people to post their own Random Acts of Music.
Before the launch we promoted the release of the initiative through a PR push and the story was picked up by various publications.