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Yamaha Music Europe today launches ‘Let’s Make Waves’: a major new campaign that brings its entire musical instrument and audio equipment range together for the first time. The campaign aims to shift perception of Yamaha Music from being known for one product category to being able to cater for all music lovers’ needs, no matter their passion, interest, or instrument of choice.

At the heart of the ‘Let’s Make Waves’ campaign is an energising brand film expressing how Yamaha gives everyone, regardless of age, background or experience, the tools to create, perform or listen to the music that connects us all. The campaign has been created by growth consultancy Zag who has been Yamaha Music Europe’s strategic and creative partner for the last four years.

Sebastian Krenmayr, Head of Brand at Yamaha Music Europe, commented “Music feels more important than ever right now, playing a truly beneficial role in bringing people together and helping them to feel good. We wanted to show how our vast range of products gives everyone the tools to ‘make waves’ by expressing themselves through sound and music - whether they are just starting to learn a musical instrument or listening to their favourite music at home, right up to emerging artists, professional performers and renowned music producers."

To communicate this in the campaign, Yamaha worked with Zag to create an uplifting and emotive film, portraying five music moments in which individuals from different backgrounds experience and create music in different ways. The film’s end reveals that all individuals, although physically apart, are connected through music.

Dramatically filmed in one-shot with the world’s largest motion control robotic arm Motion Control Titan X in Elstree studios (George Lucas Stage 2), the film was directed by emerging talent Jamie Whitby with music by renowned composer Ash Hanif. The music is played on Yamaha instruments by talented Yamaha Artists at all levels of experience, including emerging artists such as professional jazz pianist Reuben James.

Zag has also designed an accompanying website, social media assets, and dealer kits to distribute the campaign assets to other Yamaha business units and partners.

Neil Cummings, Creative Director at Zag said, "We wanted to capture how Yamaha touches just about every part of the music creating and listening experience. In doing so, we've created a narrative that rightfully recognises the brand’s role in empowering everyone everywhere to experience the incredible transformational power of music, as well as its ability to bring us closer together."

Livia Bernardini, Chief Growth Officer and International Managing Director at Zag commented, “We have had the privilege of working with Yamaha for the past four years and this campaign is proof of the value of long-term relationships between consultancies and brands and how it can allow for greater experimentation, innovation and creativity. Despite it being a challenging time to record a film like this, we’re incredibly proud of the work and we look forward to continuing our partnership with Yamaha.”

The ‘Let’s Make Waves’ campaign will first launch in the UK and Germany, with roll-out to different countries planned for next year. Promotional activity on social media and online will drive consumers to a dedicated area on Yamaha’s website where they can explore relevant products in more detail and purchase Yamaha’s products on dealer sites.