Music agency Syn collaborates with Red Rose Productions to produce unique audio branding for the Fiat 500E
The next stage of Fiat’s iconic ‘Cinquecento’ has been ushered in with a new electric Fiat 500E. It’s an evolution in sustainability in classic Italian style, complete with a truly original approach to an in-car sonic identity that unites function with humanity. To bring the iconic brand to life through sound, Fiat entrusted award-winning music agency Syn who united with Red Rose Productions and Helsinki-based voice artist Rudi Rok in a seamless remote collaboration.
The power of music and sound transcends language, culture and all things visual, which makes sonic branding a powerful tool for brands. In the case of the Fiat 500E, Syn and its creative partners created a sound that will be an inseparable part of this car’s journey indefinitely. It’s a bold sonic union of the human voice combined with the timeless melody of 'Amarcord' by Nino Rota, marrying the innovative and the organic.
Inspired by infusing this unprecedented audio branding with vitality and warmth, Syn creative director, Nick Wood, turned to Rudi Rok who has given voice to a wide range of projects - from the engine sound of electric cars to games, movies, exhibitions and virtual reality experiences. Under the EU legislation, automakers must equip any electric vehicle with an Acoustic Vehicle Alert System (AVAS). This system emits warning noises when the car is moving at a slow speed. Rok’s voice became the interpretation of an engine sound where none exists, which was layered with the orchestral track for a sense of soaring beginnings.
As the project was coming together, the world quickly changed. The Milan auto show was cancelled due to mounting health concerns, and Fiat head of marketing, Olivier François, took to the nearly empty streets of the city to film a launch video. The virtual collaboration between the creative partners, while not uncommon for Syn, became symbolic of a required shift in methodology and a representation of the possible.
“We are incredibly honoured to be able to be a part of this project for so many reasons, not the least of which is the sense of hope for a brighter future that’s been a part of each facet," shares Wood. "Fiat’s commitment to sustainability, a recognition of Italian culture and vibrancy especially during this difficult time, and the role of creative thinking and output which can transcend borders and barriers.”