The Score
PEUGEOT
Issue 49 | December 2018
Agency
BETC
Creative Team
Executive Creative Officer: Rémi BABINET Executive Creative Director: Antoine CHOQUE Creative Director: David MARTIN ANGELUS Art Director: Antoine MONTES Copywriter: Ibrahim SECK
Production Team
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 PECAR, Matjaz POROVNE, Barbara STIMEC, Arslan HAMIDULLIN Klemen KRAJC, Danijel TOMSIC, Peter LEBAR
Other Credits
Brand Management: Jean-Philippe IMPARATO, Thierry LONZIANO Nuno MARQUES, Nathalie LEMAITRE, Elodie BUGAT Agency Management: Henri TRIPARD, Tiphaine DU-PLESSIS Nabila RAKIBI, Annaëlle FOY, Mathilde SIKORSKY Head of Strategy: Guillaume MARTIN Account Planner: Adrien TORRES Engagement Planner: Vincent COLONNA-CESARI Traffic: Céline LAPORTE Rights Negotiation: Sophie SANCHEZ
Date
October 2018
Background
The pleasure of driving has been at the heart of Peugeot’s strategy for the past 200 years. The global campaign 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.
Idea
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. 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. An official release of the track on the Warner Musics Ltd label is envisaged.
THE SCORE – New global PEUGEOT 508 campaign BETC Paris creates the largest musical score in the world Watch the film here: http://youtu.be/77Q1JwYzcjQ Watch the Behind the Scenes here: http://youtu.be/MdS3Qpv-6ds