Yamaha Music celebrates the joy of music for children in new Christmas Campaign, surprising commuters with performance of musical prodigies on a moving train
Yamaha Music Europe revealed their Christmas campaign this month, “Give more than just a gift”, conceptualised by award-winning London creative agency Mother. The pan-European campaign takes a fun and surprising approach to illustrate the positive impact that young musical prodigies make on a train carriage of unexpected commuters, simply by playing music.
To find the young musical prodigies Yamaha partnered with World Heart Beat Music Academy whose Executive Director, James Gero said:
“As a charity that looks to support and develop children through the positive impact of music, we are proud that our students were given this opportunity to demonstrate the power of music and musical play”.
Demonstrating the benefit of music to children was a second key objective of the campaign.
“The light-hearted nature of the children reminds parents that playing music can make a positive difference to their child, not just for Christmas day but throughout their entire life. Music stimulates the brain and supports learning, but also helps to develop strong interpersonal skills. A gift of a musical instrument can change lives and bring enjoyment for many years.” – Marco Papini, Yamaha Music Europe Director of Musical Instruments.
The campaign consists of a 2 minute film and a set of ads for digital and social media audiences, mainly aimed at parents and grand-parents. Media agency of the year 2017, Goodstuff, are handling the media campaign across 3 major territories: UK, France and Germany.
Chiltern Railways provided the setting for the campaign, allowing the musical prodigies to perform in one of its commuter trains.
The #MoreThanAGift campaign runs from October through to Christmas
Watch the full video here: https://youtu.be/ZYX5-Wc4CTY
Learn more about the campaign and the young musicians here: https://europe.yamaha.com/en/products/contents/more-than-a-gift/