Kawai Instruments

Over 80 years, Kawai has earned a reputation for outstanding quality and workmanship in the crafting of musical instruments. Kawai acoustic and digital pianos are a choice of pianists, teachers, students and piano enthusiasts around the world. All through their skillful blending of traditional piano craftsmanship with state-of-the-art technology and materials created a solid selection of grand, upright, digital and professional stage pianos.

Then Kawai introduced their “One Finger Ad-Lib” feature on a select line of their personal keyboards. Our print campaign was designed to promote that feature to music enthusiasts who had a lot, or little, experience playing piano. One of many features offered only by Kawai.

With “One Finger Ad-Lib” Kawai personal keyboards allow the enthusiast to create intricate melodies, backed up by a full rhythm section in 16-bit PCM high-resolution sound. Keyboards feature more than 20 automatic rhythm tracks, up to 408 ad-lib. phrase variations, and as many as 100 dynamic instrumental sounds to satisfy any level of experience.

The Kawai ads drove home the simplicity of learning to play an electronic keyboard: “A keyboard for people who can't even pick up chopsticks.” And "It takes time to learn to play like a pro. About 4 seconds.” That pretty much sums up the situation.

Produced while at Orenstein Savage Advertising.