We’ve always believed that the best ideas don’t just make people look — they make people feel. That belief sat at the heart of our recent activation for ABC’s new series, The Piano — a show that celebrates the spontaneous, emotional power of music in everyday life.

So we asked ourselves: what would it look like if we took that idea — raw, unscripted musical talent — and made it tangible in the real world?

The answer: Circular Keys.

For one unforgettable day during Sydney’s Vivid Festival, we transformed Circular Quay into a live stage — not for a performance, but for possibility.

Playing with wonder

The Piano, hosted by Amanda Keller and featuring global icon Harry Connick Jr. alongside concert pianist Andrea Lam, invites amateur pianists to play in public spaces — unaware they’re being watched by two musical legends. The show is built on surprise, emotion, and everyday brilliance.

To bring that energy into the world, we built a 15-metre, custom-made, walkable piano that responded to movement — lighting up and playing notes with every step. Think less fingers-on-keys, more joy-under-foot. It became a playground for all ages, where people stumbled across a piano big enough to dance on, and did exactly that.

And yes, the irony of creating something so analogue in a world full of screens wasn’t lost on us. That was the point.

The sound of surprise

Throughout the day, performers brought the piano to life — with renditions of Clocks and Baby Shark, plus more than a few improvised solos from spontaneous walk-ups. And then we dialled things up: Andrea Lam, one of the stars of the show, appeared unannounced for a live performance — bringing world-class classical music to the feet of surprised festival-goers.

We’ve seen a lot of brand activations — but there’s something about watching a world-renowned pianist play next to a toddler hopping out Chopsticks on the same keyboard that captures the spirit of what we aim to do: create connection through curiosity.

Why it worked

Our brief from ABC was simple: generate awareness for The Piano and get people talking. We knew this needed to be more than a performance — it needed to be a moment. Something shareable, yes — but more importantly, something people would remember.

“The Piano is a celebration of untapped talent, community and the transformative power of music. Our goal was to bring that spirit to life in a way that felt both joyful and unifying. Circular Quay gave us the perfect stage, where the public became the performers, and the amazing content was amplified across social media.” said Stephanie Babin, Managing Partner at Curious Nation.

We created something you could stumble across and be part of — whether as a dancer, a pianist, or someone just passing by. It was immersive, low-fi, and utterly human — and it resonated across social, drawing thousands of shares, smiles, and musical steps.

As ABC’s Siobhan McGeown put it: “The Piano is a show that surprises and uplifts, and Curious Nation’s activation captured that essence beautifully. It was utterly memorable and the perfect way to build buzz and introduce Australians to a show they’ll fall in love with.”

What we’re really talking about

For us, this wasn’t just about promoting a show — it was about reintroducing a bit of magic to the public space. We live in an age where most brand interaction happens through screens. But we believe the future belongs to brands that create real-world moments that make people feel something.

Moments you don’t just watch — you walk on.

To find out how we can create a moment that matters you, check out our experiential & events marketing page.