Supporting Groupe Média TFO’s 2013 Fall TV Season, and as a precursor to the Network’s 2013 brand campaign, TFO - in partnership with the Opéra de Québec - challenged us to bring new audiences to Opera on TFO; to engage the public in an exciting, hands on forum and then to make the idea spread like wildfire on the web.

We conceived the Living Piano. A live installation comprised of giant piano keys in an amphitheater shape, with each ‘note’ being a single opera singer that was prompted to sustain the note when a member of the public stepped onto their ‘piano key’.

The Living Piano was installed in Place Tashereau, in historic Quebec City. Our conductor demonstrated the unique ‘instrument’ and soon crowds gathered and members of the public began to play.

We produced a video of the event and shared it online through TFO's communication channels working to engage new audiences and extend the impact of the activation.

The campaign delivered astounding earned media and engagement numbers across various platforms in over 90 countries, with approximately 30 media outlets and publications covering the story including The Today Show, CBS News, Marketing Magazine and CNN’s George Strombolopoulos.

The Living Piano activation leveraged TFO’s network properties - in this case the Opera de Québec - by having Opera singers be an intrinsic part of the creative; the creative idea was literally brought to life by the product, working to create excitement and intrigue for Opera.