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The best student flute just got better and Yamaha wanted to launch it across Europe to teachers, parents and budding musicians. My creative approach was to target each of these demographics within the same campaign. Illustrating the ease of use in a fun and friendly way for young musicians and reinforcing the build quality and reputation, synonymous with the Yamaha brand, for parents and teachers. The new flute was launched at Frankfurt’s Misikmesse, the world’s largest musical instrument show.