whatsapp icon

Created By BETC Paris, Riopy Makes “The Score” With The New Peugeot 508

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.

betc-paris-peugeot

riopy-betc-paris-the-score

peugeot-508-betc-paris-the-score

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.

Park says,

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.

Want to see your content here?

It’s the right time to go global! List your agency among the leaders of the industry, promote your works, create original content and find your new team members!

SUBMIT CONTENT

WORK | Ads & Commercials

150UP Releases The First Fashion Movie Using The Bolt High-speed Cinebot

150UP, a digital agency based in Milan, was asked to conceive ...

WORK | Ads & Commercials

The Famous Five Return In An Adventure With Great Western Railway To Trace “The Missing Jewels”

One of Enid Blyton’s classics The Famous Five, will appear on ...

WORK | Ads & Commercials

Apple Provides “Growth Spurt” In Their New iPhone XS and iPhone XS Max Spot

Apple Provides “Growth Spurt” In Their New iPhone XS and iPhone ...

This website uses cookies. Continued use of this website indicates that you have read and agree to our Terms & Conditions and Privacy Policy.

ACCEPT