The new global campaign of BETC Paris and Peugeot helps the brand to stand out in a crowded market through an artistic performance.
BETC Paris teams with composer and pianist RIOPY, best known for his work on “The Danish Girl” and “The Shape of Water”. Together, they challenge to compose the first piano setting to compose the first piano piece written to be interpreted by a car, on the largest score in the world. The purpose is to demonstrate the new Peugeot 508’s driving pleasure.
To highlight the automobile’s ability to constantly challenge itself, the agency has created a campaign which, according to Tiphaine du Plessis, Managing Director in charge of the brand, reflects the mindset of a brand that has shown no qualms about breaking the mould in a sector often perceived as aging.
After 6 months of a musical, technical and an engineered work, 190 music notes produced for a 1,890m of track. Via the system of laser sensors that respond to variations in shape and colour and an on-board connection in a MIDI unit, each time the vehicle passes over a note, it triggers the sound in the original score. With a trace of the notes one after another, the new Peugeot 508 re-interprets the track.
RIOPY, Composer of the piece for the Peugeot 508 commented,
As a musician I’m always looking to push back the limits. I’m pleased that I succeeded in creating a piece that speaks to the heart while respecting a number of constraints. It is a totally new way of creating music.
The Score is also a visual performance in a breathtaking décor, that filmed in the Croatian mountains. Directed by Quad’s award-winning, John S. Park, the location was a perfect option. The score of all times, a precision instrument and a unique décor that came together to create 60-sec precision ballet, accompanied by an orchestra.
With its kilometres of galleries hollowed out of the mountain and 5 landing strips, the military base at Zeljava was a dream location for an experiment that no one had ever attempted before.
Antoine Choque, Executive Creative Director at BETC Paris also commented,
The Score totally serves the ultimate benefit: exceptional driving sensations – we devised an artistic performance that is based entirely on the precision of the new PEUGEOT 508.
Riopy’s composition is transformed into an unexpected mashup, that is in between neo-classic and rock because of the drums. Accordingly an official release of the track on the Warner Musics Ltd label is anticipated.