The Bach Project

Client Yo-Yo Ma
Agency AKQA
Campaign The Culture of Us
Year 2018

Yo-Yo Ma, the world’s foremost cellist, believes that culture is a transformative instrument that can turn divisiveness into acceptance. At a time when the ties that bind us politically, economically, and socially are fraying this force for good is as important as ever.

Yo-Yo Ma is currently embarking on a 36 city – 6 continent – 2 year tour playing the entirety of the Bach Cello suites to audiences in a hope to start conversations, bridge differences and build culture. A globally sourced music video, which incorporates footage contributed in response to the prompt “Show the world how you express culture” is a step towards answering the question posed by the Bach Project: “How does culture connect us?” Besides the video, AKQA supported the campaign with a concert poster series and album cover design.