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Melody Road

Agency: 
Published/Aired: 
June 2009
Description: 

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.

Account Manager Principal Of The Chino Chamber Of Commerce And Industry: Hajime Shirakawa

Art Director / Illustrator: Yu-Ki Sakurai
Photographer: Seiji Shirafuji

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 Supervisors: Tatsuya Ikeda, Hideto Kato, Azumi Ebukuro, Satoshi Ide
Producers: Seiji Shirafuji
Typographer: Shiro Susuki
Directors: Yuko Takada, Yuichi Miyayama
Road Builder: Shizuo Shinoda

Comments (19)

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Highest Rated

Guest's picture
Guest

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.

NatalieM's picture
NatalieM
Activity Score 1685

Is this the original melody road?

-Natalie
http://www.nataliemarion.com

Guest's picture
Guest

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...

tirthomitro's picture
tirthomitro
Activity Score 2758

kewl concept!!

they showed me a picture & i laughed
dignity has never been photographed

ivan's picture
ivan

Natalie, there were other singing roads:

NatalieM's picture
NatalieM
Activity Score 1685

Thanks for posting those. I knew I saw this idea before!

Have a good one.

-Natalie
http://www.nataliemarion.com

JPhilly's picture
JPhilly
Activity Score 173

Yeah, I remember seeing the Honda ad about 6 months ago

Guest's picture
Guest

so japanese..

Guest's picture
Guest

invented in republic of korea first

Guest's picture
Guest

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.

Pccs's picture
Pccs
Activity Score 211

How is the melody played in this road?

Guest's picture
Guest

Different surfaces make different sounds as the tyres go over them. It is essentially 'tuned' road noise.

Guest's picture
Guest

creative. it helps us realise that we need to drive less. But will it help on the wider scale? cool though

Emran Hayat's picture
Emran Hayat
Activity Score 832

somethign v.new for me... love the idea

Creativity is a natural extension of our enthusiasm

Guest's picture
Guest

HONDA ALREADY DONE THIS... CHEATING CHEATING... SHAME SHAME....

Guest's picture
Guest

wrong.

it was vice-versa.

Honda stole this.

DoingDreams's picture
DoingDreams
Activity Score 12

idea - OK, but sorry, I can't stand Japanese aesthetics...

-----------------
http://attitude.adforum.com/liveincannes/

mangokie's picture
mangokie
Activity Score 5

wow~ i'm live in near the Anyang city. i gatta go now..

morph's picture
morph
Activity Score 38

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.

Migzter13's picture
Migzter13
Activity Score 973

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).

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