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Melody Road

Agency Network: 
Published/Aired: 
June 2009
Dunlop Ambient Ad -  Melody Road

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

Ambient advertisement created by Dentsu, Japan for Dunlop, within the category: Automotive.

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
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NatalieM's picture

Is this the original melody road?

-Natalie
http://www.nataliemarion.com

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

Guest's picture

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...

Guest
tirthomitro's picture

kewl concept!!

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

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

ivan's picture

Natalie, there were other singing roads:

ivan
Creative Director at Ads of the World
NatalieM's picture

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

Have a good one.

-Natalie
http://www.nataliemarion.com

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

JPhilly's picture

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

JPhilly
Activity Score 173
Student- Ohio University |

---
Website: http://jakephillips.net
Blog: http://jakephillips.wordpress.com

Guest's picture

so japanese..

Guest
Guest's picture

invented in republic of korea first

Guest
Guest's picture

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.

Guest
Pccs's picture

How is the melody played in this road?

Pccs
Activity Score 212
Graphic Designer
Guest's picture

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

Guest
Guest's picture

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

Guest
Emran Hayat's picture

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

Emran Hayat
Activity Score 832
Art Director at IAL Saatchi & Saatchi |

Creativity is a natural extension of our enthusiasm

Guest's picture

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

Guest
Guest's picture

wrong.

it was vice-versa.

Honda stole this.

Guest
DoingDreams's picture

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

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

DoingDreams
Activity Score 12
mangokie's picture

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

mangokie
Activity Score 5
morph's picture

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.

morph
Activity Score 38
Copywriter
Migzter13's picture

nice gimmick. I'd love to visit that place when I get to Japan.

Migzter13
Activity Score 973
Graphic Designer at De La Salle University, Manila |

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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