Music and driving have always been good friends. But premium tyre brand Vredestein finally ties the knot, uniting the two. Yes, today Vredestein launches a unique collaboration between Carmen Jorda, world-class racing driver and DJ Hardwell, the world’s #1 DJ. Together they created the ultimate driving track, from technical tyre information. With an accompanying music video, also released today.
To support the launch of their new winter tyre Wintrac xtreme S, Vredestein invited Carmen Jorda to the snowy mountains of Chile. In a fully prepped and rigged car she put the tyres to the test. Meanwhile, a team of technologists measured the tyres’ speed, acceleration, braking, sliding, cornering and rotation. Software was used to format this data, and algorithms converted the data into MIDI-files. DJ Hardwell was then able to use these to create his next hit: a special remix of the song United We Are. To be released on Spotify and iTunes. It’s the ultimate driving track. Made by turning extraordinary tyres into extraordinary musical instruments.
CREATIVE CREDITS:
JWT, AMSTERDAM
BUSINESS DIRECTOR: Michiel van de Graaff
DIGITAL DIRECTOR: Jesse Houweling
EXECUTIVE CREATIVE DIRECTORS: Marcel Hartog, Bas Korsten
CREATIVE DIRECTOR: David Navarro
CREATIVE ART: Guney Soykan, Gerard Foekema,
Cesar Garcia
CREATIVE COPY: Nick Bruckman, Julio Alvarez
STRATEGY DIRECTOR: Agustin Soriano
SCREEN PRODUCER: Kiek Beljaars
DESIGNER: Vinesh Gayadin
SENIOR UX DESIGNER: Joeri Kiekebosch
TECHNOLOGIST: Emmanuel Flores
JWT, LONDON
GLOBAL BUSINESS LEADER: Jagdip Bakshi
GLOBAL BUSINESS DIRECTOR: Paul Kehoe
GLOBAL ACCOUNT MANAGER: Harris Kantas
EXECUTIVE CREATIVE DIRECTOR: Axel Chaldecott
ART DIRECTOR: Glenn Gibbins
GLOBAL STRATEGY DIRECTOR: Magnus Wood
GLOBAL OPERATIONS DIRECTOR: Andy Smith
HEAD OF ART BUYING: Sue Clifford
VIDEO PRODUCTION
PRODUCTION COMPAGNY: Czar
DIRECTOR: Aaron van Valen
D.O.P: Paul Ozgur
EDITOR: Wouter van Luijn
POST/VFX: De Grot
ANIMATIONS: Superhero Cheesecake
SOUND/MUSIC: Audentity
DIGITAL PRODUCTION
PRODUCTION COMPAGNY: Superhero Cheesecake
KSM
ACCOUNT MANAGER: Sam van Beek
ACCOUNT MANAGER: Ward Enckhof
PHOTOGRAPHY
PHOTOGRAPHER: Frans Dekker
POST PRODUCTION EXECUTIVE: Mark Beernink