Dispelling preconceptions, reaching young people.

Piano City Milano, the famous widespread festival, was looking for a fresh and casual way to promote the 2025 edition and attract a young, digital audience. The main challenge was twofold:

• Dispelling typical preconceptions about free cultural events and classical music (cost, distance, musical genre).

• Creating viral, snackable content that would break through social media feeds with humour and recognisability.

The Solution: ‘Pino’ the Piano that Breaks Down Excuses

Yoonik selected Diari di Brodo for its distinctive, immediate style and its unique ability to convey complex messages through ironic and conversational storytelling.

The project focused on creating a series of five carousel slides for Instagram, introducing a key character: Pino, the talking piano. Each slide used comic book language to:

• Identify the most common ‘excuses’ that prevent participation (e.g., ‘It’s far away,’ ‘I don’t like classical music,’ ‘My week is crazy’).

• Immediately dismantle them with direct and entertaining responses, transforming each obstacle into a valid reason to participate (e.g. the festival is free, widespread, and includes other musical genres besides classical).

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Un post condiviso da Diari di Brodo (@diaridibrodo)

Thanks to its meme-like nature and ironic approach, the content generated strong engagement and allowed Piano City Milano to position itself as a modern and accessible brand in perfect harmony with digital conversations.