Piano is a service that enables the media to charge readers for its online content. After a year of its existence Piano decided to launch a promo campaign based on 1 plus 1 offer. Everyone who subscribes to Piano can give a free subscription to somebody. The creative concept goes from this promo offer. The opportunity to give a free subscription provokes a question, who deserves such a gift. Series of visuals and banners answers gives the answer. Piano should to be given to anybody who has distorted perception of the world around us due to lack of information. This concept of the message communicates the promo offer, moreover it supports image attributes of the Piano brand and positions it as a brand for people who want to read more for better understanding of the world they live in.
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