Yamaha Corporation / Make Waves
- Client：
- Yamaha Corporation
- Role：
- Creative
YAMAHA Make Waves
- Category：
- Movies
- Skills：
- Planning, direction, photography and production
Upon the launch of the Chinese version of YAMAHA’s brand promise, "玩开音乐 (Play Music Freely)," we developed the definition of the term, its messaging structure, and designed a campaign to spread it across the market.
In China, where music is often seen as a skill that can enhance one's chances of getting into a better school, the culture of truly enjoying music freely is still developing. By featuring beginner "bedroom musicians"—individuals who enjoy music in their own way at home—we highlighted YAMAHA's commitment to supporting each person's unique way of engaging with music.