The Racist Keyboard. Racism = No Harmony, The Racist Cover
Bridge Music Academy, a premier music school in Delhi-NCR has launched an integrated campaign where it has used music to fight the persisting problem of racism in the society. ‘The Racist Cover’
Racism divides, music unites.To show the effects of racism, we set out to create a special keyboard that represents our world marred by racism. Just like our world which has no place for minorities, our keyboard had no place for black keys. Just the white keys. We invited the World’s Fastest Pianist to play ‘My Heart Will Go On’ from Titanic. The Racist Keyboard distorted this beautiful song because Racism = No Harmony. An innovation from Dentsu Webchutney Innovation Lab.
As part of the campaign, kids from age group 10-12 were asked to play a famous song. Unaware that they are playing the racist cover, the kids were asked to identify the song. All of them failed to recognize the song. They were then asked to play the song again, this time the normal version. The kids were shocked to find out the difference the presence of black keys made.
Agency – Dentsu Webchutney Innovation Lab
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Bridge Music Academy, Racism, Dentsu, Webchutney Innovation Lab, integrated campaign, Innovative campaign, Digital Campaign, Advertising, Technology, The Racist Keyboard, The Racist Cover, music school, Dr Aman Bathla