WCS Orchestrates Steinway Effort

Elegant visuals and minimal copy comprise the score for Wallwork Curry Sandler’s first campaign for Steinway & Sons in more than two years.
A series of print ads feature close-ups of different parts of a piano. In one execution, light falls on a keyboard, which resembles a road receding into the distance. Sparse copy reads, “A Steinway takes you places you’ve never been.” Another ad uses piano wires to create an image similar to the Brooklyn Bridge. Copy describes a Steinway piano as a “bridge between mind and soul.”
“The brand has such top-of-mind awareness and cachet that we felt we [could] take the approach of dramatic photography with real minimalist copy,” said creative director Jack Wallwork. “The emotion of playing and owning a Steinway is very powerful and we don’t need to say a lot about it.”
Readers with household incomes of upward of $150,000 are targeted, as are frequent concert-goers and active pianists.
Ads broke in May editions of upscale consumer publications such as The New York Times Magazine, Architectural Digest, National Geographic and Smithsonian. Wallwork Curry also handles media buying chores.
Jack Wallwork partnered with creative director Bob Curry, copywriter Jay Courtney and art director Mark Bappe on the effort, which will run throughout the year.
The Boston-based agency has handled the New York client for nearly nine years.