2015 Winners & Shortlists

The Brief

With its constant quest for performance and innovation, Infiniti is doing a great job on a product level. On a brand level, however, we needed to elevate our connections, especially with an emotionally guided younger audience. To do this, we needed to pinpoint a universal language, something that would resonate regardless of ethnicity and background, and provide an authentic brand experience, all the while engaging young movers and shakers to keep the conversation current and relevant.

Creative Execution

Infiniti is obsessed with small details and how each part contributes to the functional and aesthetic quality of its vehicles. We wanted to take this meticulousness beyond vision and celebrate it through sound, providing an authentic brand experience. The first ever track made purely from the sounds produced by Infiniti’s cars delivered on that. Not only did it celebrate the innovation behind the cars, it also reached our audience in a way ensured a stronger connection.

Describe the creative solution to the brief/objective.

We used music as our medium to tell the Infiniti story. To make sure it resonated with our regional audience, we found a local composer that grew up in Dubai to compose and produce the track. The track uses only Infiniti vehicles as its instruments. Then we created vinyl-records, loaded with the track, with built-in compact gramophone, enabling our audience to play the music manually, and creating a one-of-a-kind auditory-experience. We gave them away at showrooms with test drives and prospective customers. By collaborating with Universal-Music, we went underground and distributed vinyls to their database of DJs in the region.

Results

Composer and agency collaborated in a studio where we recorded audio ourselves and experimented with sound-mixing. The Vinyls were handed out to 500 VIP customers and distributed as test-drive giveaways at the showroom. People played the records on the spot and were 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). We distributed the Vinyls to over 200 regional DJs, who remixed Chromatic into their own sets, making Infiniti's Chromatic part of urban music scene in the region.