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Volvo Cars Keeps Solo Marathon Runners Company with Innovative NYC Audio Experience

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The custom playlist from Grey New York uses real audio from the streets of the city allowing runners a to immerse themselves in the sounds of 13 neighbourhoods along the NYC Marathon route
Volvo Cars Keeps Solo Marathon Runners Company with Innovative NYC Audio Experience
Volvo Cars and its longtime agency partner, Grey New York, have recreated the entire New York City Marathon experience in an audio poem to the city and its iconic sports event for runners worldwide.

The TCS New York City Marathon won’t be run in person this year, due to the pandemic, meaning thousands of runners from around the globe will not have the opportunity to participate in this challenge. Instead, runners will carry on the tradition, virtually training and racing in their hometowns and countries.

So, Volvo Cars created a custom playlist using real audio from the streets of the city. The playlist allows runners a to immerse themselves in the sounds of 13 neighbourhoods along the NYC Marathon route, from Staten Island to Central Park. 

“As the official vehicle and strategic sponsor of the TCS New York City Marathon, Volvo Cars wanted to support runners everywhere. So in partnership with Heard City, we brought the marathon route to life through ambient sound and music, available exclusively on Spotify", said Nick Kaplan, executive creative director of Grey New York. “This is really an audio poem written from Volvo Cars to the marathon and the city of New York. It brings the joy of the race and the personality of each neighbourhood to life through sound.”

“The New York tri-state area has been home to Volvo Cars in the US for decades,” said Anders Gustafsson, president and CEO of Volvo Car USA. “It’s our honour to salute the city and the spirit of those with the determination to run the New York City Marathon.”


The immersive audio experience is hosted by New York City and Boston Marathon winner, Meb Keflezighi, as well as local music artists. Keflezighi is the only person to win the New York City Marathon, Boston Marathon and an Olympic medal.

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Client

ADVERTISER: Volvo

Agency

CREATIVE AGENCY: Grey New York

WORLDWIDE CHIEF CREATIVE OFFICER: John Patroulis

CHIEF CREATIVE OFFICER: Justine Armour

EXECUTIVE CREATIVE DIRECTOR: Nick Kaplan

ASSOCIATE CREATIVE DIRECTOR/ART DIRECTOR: Lillian O’Connor

ASSOCIATE CREATIVE DIRECTOR/WRITER: Brett Simone

ART DIRECTOR: Cara Resnick

WRITER: Joey Chiarulli

EXECUTIVE CREATIVE DIRECTOR/DESIGN: Han Lin

CREATIVE DIRECTOR/ DESIGN: Brian Lai

DESIGNER: Nicole Garcia

DESIGNER: Samantha Kim

SVP/ACCOUNT DIRECTOR: Debbie Hirschfield

ACCOUNT EXECUTIVE: Katey Bishop

PROJECT MANAGER: Lyndsey Noland

Production

PRODUCTION COMPANY: Heard City

EXECUTIVE PRODUCTION: GPS

EVP, HEAD OF INTEGRATED PRODUCTION: James McPherson

VP, MUSIC PRODUCER: Dave Lapinsky

INTEGRATED PRODUCER: Lizzy Auwaerter

CONTENT CREATOR: Kelechi Mpamaugo

Genres: Scenic

Categories: Automotive, Cars

Grey New York, Wed, 21 Oct 2020 16:02:28 GMT