Title	THE SCORE
Brand	PEUGEOT
Product/Service	PEUGEOT 508
Category	E04. Use of Original Composition for a Brand or Campaign
Entrant	BETC Paris, FRANCE
Idea Creation	BETC Paris, FRANCE
Production	QUAD PRODUCTIONS Paris, FRANCE
Production 2	GUM Paris, FRANCE

Name	Company	Position
Rémi Babinet	BETC	CCO
Antoine Choque	BETC	Executive Creative Director
David Martin Angelus	BETC	Creative Director
Antoine Montes	BETC	Art Director
Ibrahim Seck	BETC	Copywriter
Guillaume Martin	BETC	Head of Strategy
Adrien Torres	BETC	Account planner
Vincent Colonna-Cesari	BETC	Engagement planner
Thibault Blacque-Belair	BETC	TV Producer
Slim Trabelsi	BETC	Post producer
Riopy	NA	Composer
Karim Naceur	BETC	Head of production
Patrick Duroux	NA	DOP
John S. Park	BETC	Director
Henri Tripard, Tiphaine Du-Plessis, Nabila Rakibi, Annaëlle Foy, Mathilde Sikorsky	BETC	Agency Management
Jean-Philippe Imparato, Thierry Lonziano, Nuno Marques, Nathalie Lemaitre, Elodie Bugat	Peugeot	Brand Management

Why is this work relevant for Entertainment?

The score is a live musical and artistic performance based entirely on the precision of the new Peugeot 508. We worked with Riopy, renowned pianist and composer who worked on the soundtracks of films such as ‘The Danish Girl’ and ‘The Shape of Water’, to write an original song that could be played by the new Peugeot 508 on a life-size musical score.

Background

The new Peugeot 508 is an extremely precise car. But how could we demonstrate that while staying true to the ‘pleasure of driving’, a core part of the brand's DNA?

Describe the creative idea

To demonstrate the precision of the new Peugeot 508, we worked with Riopy, renowned pianist and composer who worked on the soundtracks of Oscar-winning films such as ‘The Danish Girl’ and ‘The Shape of Water’, to write an original song that could be played by the new Peugeot 508 on a life-size musical score. The challenge was not only to create a beautiful piece of music but to make sure it could be played continuously by a car.

Describe the strategy

We wanted to highlight Peugeot’s ability to constantly challenge itself, and break the mold in a sector often perceived as ageing. This campaign helps Peugeot stand out in a crowded market by enhancing the brands cultural capital and valorizes the technical fineness of its cars through an artistic performance.

Describe the execution

We created a track of over 2 kilometers with190 music notes. Thanks to laser sensors mounted underneath the car, the Peugeot 508 was able to trigger each piano note by rolling precisely over each note. To reinforce the performance, an orchestra accompanied Riopy through a screen thanks to a drone that flew above the car. The second car that played the drums also helped create a dramatic climax in our song.

Describe the outcome

Not only did we create the biggest and longest musical score in the world, the campaign which is still running globally has been so successful that Riopy and Warner music have decided to officially launch the track “Le Rêve D’une Note” in partnership with Peugeot for people to purchase online.