Bridge Music Academy "The racist keyboard" (2018) 2:00 (India)

This might be one of the more intriguingly conceptual ideas I've seen in a while. Dentsu Webchutney created what they are calling a racist keyboard-- or a keyboard with only white keys, to show that without other colors there is no harmony. For those who don't know, the typical keyboard has eighty-eight keys. Fifty-six are white, and thirty-three are black. For this special keyboard, there are only the fifty-six white ones. They then invited Aman Bathla, the World’s Fastest Pianist, to play the famous song from Titanic, "My Heart Will Go On." Of course it sounds weird because obviously the piano is missing black keys.

“This keyboard stands as a symbol of protest against racism. It shows how the world would look like if we let racism prevail. Racism needs to stop now. Through this campaign, we are giving people a platform to raise their voice against racism.” – added Mr. Sudesh Samaria, Chief Creative Officer, Dentsu Webchutney.

What I like about this is that it isn't just a one off but has the potential to become experiential. They are making the Racist Keyboard available to musicians for concerts, tours and gigs. It will also be displayed at schools, colleges, music academies, museums and public places. Also, nice decision to film in black and white, too.

Client: Bridge Music Academy
Agency: Dentsu Webchutney
Chief Creative Technologist: Gurbaksh Singh
Associate Creative Director: Vishal Sagar
Copywriter: Gurbaksh Singh and Vishal Sagar
Lead UI Designer: Hemant Kumar
Art Director: Sachin Kumar
Agency Producer: Sumantra Talukdar and Ngaithe Thanglalson
Film Production: Films Rajendraa

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