2015 Winners & Shortlists

Brief Explanation

We wanted to add another level of depth to our campaign, which people would talk about and share. Translating the online version of the music and how it was created into an offline version was a challenge, as we didn’t want to rely on devices people usually use to listen to music or watch videos. Another challenge was engaging our audience beyond the online platform and keep them interested and engaged offline.

The Brief

We wanted to create a powerful emotional connection with the Infiniti brand and take advantage of experiential and emotional territory. To do this, we used music as a medium to tell the Infiniti story. The track uses only Infiniti vehicles as its instruments, and its video contains patterns created using only the car parts as well. To broaden the track’s scope, we were asked to come up with a way to make this creation into something tangible so that Chromatic could be experienced beyond current traditional platforms.

How the final design was conceived

Simplicity and authenticity were two key words that led our design thinking. Going back to the past we were inspired by the gramophone and decided to create our own contemporary version. Music was recorded on vinyl and that was given to our audience along with a compact gramophone designed right into the vinyl’s packaging, enabling our audience to play the music manually, and creating a one-of-a-kind auditory experience.

Indication of how successful the outcome was in the market

The Vinyls were handed out to 500 VIP customers and distributed as test-drive giveaways at the showroom. People instantly played the records on the spot and were so intrigued that they were directed online to see more. We reached over 2M people on social media who saw the music video and over 50,000 downloads of the track (soundcloud, itunes, etc).Then we distributed the Vinyls to over 200 regional DJs, who remixed Chromatic into their own sets, making Infiniti's Chromatic part of the hip urban music scene in the region.

Infiniti is the newest entrant in the premium automotive category. Being a challenger brand, Infiniti always seeks to provoke the status quo. This has been Infiniti’s strategic approach as a way to compete with the big players (Audi, Mercedes, BMW and Lexus). Performance, Precision, Passion and Provocation are values that lead Infiniti’s challenger spirit, which is trying to connect with young minded premium customers who are not defined by age or gender but by their mindset. Thus, doing things differently is strongly embedded in the brand’s DNA as a way to connect stronger with its audience.