Campaign unites music, technology and electronic music icons N.A.S.A.
Launched at the last Auto Salon in São Paulo, the new Honda Fit Twist was designed exclusively for Brazil, and is now presented to consumers in a campaign uniting music, technology and electronic music icons N.A.S.A.
In the innovative new ‘Drivemixer’ campaign, conceived by F/Nazca Saatchi & Saatchi, the Honda Fit Twist was transformed into a professional mixer, enabling N.A.S.A. (AKA L.A. based Squeak E. Clean and Brazilian DJ Zegon), to create a new track using the Honda as a musical instrument. The car was turned into a keyboard module, and all the elements in the track composed by Squeak E. Clean (Sam Spiegel) and DJ Zegon (Zé Gonzales) were triggered by features transformed in the car. The result is this video that presents to N.A.S.A. fans the unpublished song “Overdrive”, composed by the duo inside the Honda Fit Twist, with the special participation of Derrick Green, Sepultura’s vocalist.
On 26th November the action spread to the digital world, when 10 of the best Brazilian music and entertainment blogs received the song “Overdrive”, recorded as an exclusive LP. The blogs have the chance to produce their own remixes in an online table that simulates the car’s panel on the brand website. Compositions by Popload, UpdateorDie, Move that Jukebox, Rock’n’Beats, DeepBeep, My Cool, Don’tSkip, Oh My Rock, as well as magazine websites such as ViCE and Noize will compete for the creation of the best remix. The battle is public, and will depend on the votes of the web surfers for the participating blogs to have their song chosen and posted on Honda’s Facebook channel. The voting for the best song will take place on the widget developed for the Drivemixer project in each blog, and closes on 6th of December.
Theo Rocha, creative director of F/Nazca Saatchi & Saatchi, summarizes the initiative “This campaign goes beyond the launching of a new product. It is the main bet of the brand on the approach of a younger public. That is why it was so important to breach the conventional line”.
The making of...:
AGENCY: F/Nazca Saatchi & Saatchi
PRODUCT: Novo Honda Fit Twist
CREATIVE DIRECTOR: Fabio Fernandes | Eduardo Lima | Theo Rocha
COPYWRITER: Isaac Serruya
ART DIRECTOR: Isabelle de Vooght | Roberta Harada
PHOTOGRAPHY: Luciana Dal Ri | Paula Turra
ART BUYER: Edna Bombini
ACCOUNT SUPERVISOR: Marcello Penna | Pedro Battesti | Florencia Lear
PROJECT MANAGER: Mariana Ventura
MEDIA: Lica Bueno | Sandro Cachiello | Bruno Storace
PLANNER: José Porto | Dorian Dack | Marcus Nascimento
GRAPHIC PRODUCTION: Jomar Farias
INTEGRATED PRODUCTION: Juliana Hasegawa
PRODUCER: Santa TransmediaPREPARATION OF THE CAR: Jurema