Spikes Asia
CHEIL WORLDWIDE, Seoul / MINISTRY OF UNIFICATION / 2016
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Overview
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Credits
Background
Korea is the only divided country around the world. This is why there is a government agency called 'Ministry of Unification'. The Ministry of Unification had come up with a variety of campaigns to inform the public about the importance of the unification of Korea, but South Koreans have become increasingly indifferent about it. On the 70th anniversary of the division, the Ministry of Unification wanted to change their perception with a very special campaign.
Execution
In cooperation with the Department of Defense, the ministry of Unification collected old wires from the DMZ fence and worked in close collaboration with instrument specialists. After six months of research the wires finally started to sound similar to a piano and our “Piano of Unification” was born.
Once the piano was made, we chose to play a song both South and North Koreans know and identify with, the Song of Unification. Besides being part of the exhibition ‘North Korea Project’ at the Seoul Museum of Art (SeMA) the Piano of Unification was also played in a concert with a 300 members choir in the biggest concert hall of Korea on the National Independence Day.
Similar Campaigns
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