BRAND: PEUGEOT
BRAND MANAGEMENT: Jean-Philippe IMPARATO, Thierry LONZIANO, Nuno MARQUES , Nathalie LEMAITRE, Elodie BUGAT
AGENCY: BETC
AGENCY MANAGEMENT: Henri TRIPARD, Tiphaine DU-PLESSIS, Nabila RAKIBI, Annaëlle FOY, Mathilde SIKORSKY
EXECUTIVE CREATIVE OFFICER: Rémi BABINET
EXECUTIVE CREATIVE DIRECTOR: Antoine CHOQUE
CREATIVE DIRECTOR: David MARTIN ANGELUS
ART DIRECTOR: Antoine MONTES
COPYWRITER: Ibrahim SECK
HEAD OF STRATEGY: Guillaume MARTIN
ACCOUNT PLANNER: Adrien TORRES
ENGAGEMENT PLANNER: Vincent COLONNA-CESARI
TRAFFIC: Céline LAPORTE
RIGHTS NEGOTIATION: Sophie SANCHEZ
TV PRODUCER: Thibault BLACQUE-BELAIR
POST-PRODUCER: Slim TRABELSI
PRODUCTION COMPANY: QUAD
SOUND PRODUCTION: GUM (Green United Music)
SONG NAME: “LE REVE D’UNE NOTE”
COMPOSER: RIOPY
EDITOR: GUM GREEN UNITED MUSIC
DIRECTOR: John S. PARK
HEAD OF PRODUCTION: Karim NACEUR
DOP: Patrick DUROUX
ACTORS: Jean-Philippe RIOPY, Sam LHERMILLIER, Karmen VCETKO, Nina PEČAR, Matjaz POROVNE, Barbara STIMEC, Arslan HAMIDULLIN, Klemen KRAJC, Danijel TOMSIČ, Peter LEBAR
Published: October 2018
Synopsis:
The pleasure of driving has been at the heart of Peugeot’s strategy for the past 200 years. The new global campaign launching today helps Peugeot stand out in a crowded market by enhancing the brands’ cultural capital and valorizes the technical fineness of its cars through an artistic performance.
BETC Paris called on RIOPY, a composer and pianist, known for his work on Oscar-winning Hollywood productions such as “The Danish Girl” and “The shape of water”. Together they have taken up a unique challenge: to compose the first piano piece written to be interpreted by a car, on the largest score in the world. The aim is to demonstrate the precision of the PEUGEOT 508, a source of pleasure when driving. It was a natural choice given that music and driving share the absolute need for precision.
To highlight Peugeot’s ability to constantly challenge itself, BETC Paris has devised 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 ageing”.
6 months of work with engineers, technicians and musicians, 190 music notes produced, 1,890m of track... That’s what was needed to produce the key element of the performance: a life size replica of the musician’s original score and a genuine technical challenge. For RIOPY, composing a piece for the new PEUGEOT 508 was a first: “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”.
But the finest composition in the world would be nothing without the interpretation of a precision instrument: the new PEUGEOT 508. With a system of laser sensors that react to variations in colour and shape, and an on-board connection in a MIDI unit, each time the vehicle passes over a note, it triggers the associated sound in the original score. By seeking out the notes one after the other, the new PEUGEOT 508 re-interprets the piece by RIOPY live.
Called The Score, the campaign is also a visual performance shot in a breathtaking décor: a military base hidden away in the Croatian mountains. For John S. Park (QUAD), the award-winning director, the location was an obvious choice: “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”.
For Antoine Choque, Executive Creative Director at BETC, 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”.
A life-size score, a precision instrument and a unique décor, come together to create 60 seconds of a precision ballet, accompanied by a symphony orchestra.
To further enhance the performance, a second PEUGEOT 508 makes its entry. Driven by a drummer, it transforms RIOPY’s composition into an unexpected mashup, swinging between neo-classic and rock.