Dunlop Falken Tyres: Melody Road
Description of Ambient execution:
For the safety awareness of DUNLOP, a Japanese tire manufacturer, we tried to make a road which plays a melody when the car runs. This set place in cooperate of NAGANO Prefecture , Japan. By making a groove on a road, a melody will run out by a friction. The reason why this turns out to be safety awareness, is that the melody won’t turn out if the car is not running by 40km/h.
Advertising Agency: Dentsu Razorfish, Tokyo, Japan
Executive Creative Director: Mikio Yasuda
Creative Directors: Masae Miki
Copywriters: Masae Miki, Tomoko Arai
Planners: Masae Miki, Yuko Takada
Account Manager Principal Of The Chino Chamber Of Commerce And Industry: Hajime Shirakawa
Account Supervisors: Tatsuya Ikeda, Hideto Kato, Azumi Ebukuro, Satoshi Ide
Producers: Seiji Shirafuji
Art Director / Illustrator: Yu-Ki Sakurai
Photographer: Seiji Shirafuji
Typographer: Shiro Susuki
Directors: Yuko Takada, Yuichi Miyayama
Road Builder: Shizuo Shinoda
19 Comments
Is this the original melody road?
-Natalie
http://www.nataliemarion.com
-Natalie
http://www.nataliemarion.com
not at all, and it's such a shame they gave a Lion. Even people were clapping at the ceremony. Can't believe such a leak of ad culture from Jury and supposed ad lovers being at Cannes...
kewl concept!!
they showed me a picture & i laughed
dignity has never been photographed
Natalie, there were other singing roads:
Thanks for posting those. I knew I saw this idea before!
Have a good one.
-Natalie
http://www.nataliemarion.com
-Natalie
http://www.nataliemarion.com
Yeah, I remember seeing the Honda ad about 6 months ago
---
Website: http://jakephillips.net
Blog: http://jakephillips.wordpress.com
so japanese..
invented in republic of korea first
I saw this as a boy in the US in the 50's and my mom had remembered the singing roads well before then with Beethoven's Fifth. I wouldn't be surprised if this was done with corduroy roads a couple centuries ago.
How is the melody played in this road?
Different surfaces make different sounds as the tyres go over them. It is essentially 'tuned' road noise.
creative. it helps us realise that we need to drive less. But will it help on the wider scale? cool though
somethign v.new for me... love the idea
Creativity is a natural extension of our enthusiasm
HONDA ALREADY DONE THIS... CHEATING CHEATING... SHAME SHAME....
wrong.
it was vice-versa.
Honda stole this.
idea - OK, but sorry, I can't stand Japanese aesthetics...
-----------------
http://attitude.adforum.com/liveincannes/
wow~ i'm live in near the Anyang city. i gatta go now..
I'm just wondering, why haven't Honda submit theirs to Cannes? And before Honda, Japan had some musical roads over there. And it's origins can be traced even further back so nobody invented the wheel here. Still think it deserves the lion.
nice gimmick. I'd love to visit that place when I get to Japan.
Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).