Fiat Chrysler Australia and agency Cummins&Partners are set to launch ‘The Performance Piece’ in celebration of Alfa Romeo’s 105th anniversary.
The performance sees an opera singer effectively sing a lap of a racetrack, replicating the exhaust note of the Alfa, her sheet music – the tachometer of the Giulietta QV TCT.
Ben Couzens, co-executive creative director at Cummins&Partners said, “Sometimes the best concepts are the ones that make you scratch your head and ask, ‘This is cool but is it actually possible?’”
Partner Jim Ingram concludes, “Alfa Romeo has a rich history of racing performance and Italian style. This idea brings those two things together in a way that really does take your senses for a ride. This project represents the epitome of our Alfa Romeo brand platform for Australia, The Romance of Performance.”
Andrew Rovenko, creative technologist explained, “It’s a beautifully simple idea. To execute it, we have used existing technology in a completely new way. Using an on-board diagnostic interface, live data from the tachometer of the car was transmitted via Bluetooth to an application on a phone in the glove box, then the phone’s screen was mirrored via a 4G data connection to a tablet, which was referenced by our opera singer as sheet music.”
Ashlin Moore, senior advertising manager said, “Alfa Romeo has a rich Italian history, pairing it with opera through technology is a perfect fit for one of the world’s most emotive and evolving brands”.
The Performance Piece will roll out as an online content piece supported by TV, digital, PR, point-of-sale and in-dealer events.
CREDIT
Client: Fiat Chrysler Australia
CEO: Pat Dougherty
Director of Marketing and Product Strategy: Zac Loo
Senior Advertising Manager: Ashlin Moore
Senior Marketing Manager Digital and CRM: Stephanie Hegerty
Creative: Cummins&Partners
Executive Creative Director: Jim Ingram
Executive Creative Director: Ben Couzens
Senior Copywriter: Chris Ellis
Senior Art Director: Aaron Lipson
Creative Technologist: Andrew Rovenko
Digital Creative Lead: Sang-wun Kim
Digital Creative: Maurice Moynihan
Producer: Katherine Muir
Group Account Director: Magdalina Triantafyllidis
Planning Director: Theo Erasmus
Senior Account Manager: Nikia Shepherd
Senior Designer: Rowan Hammerton
Graphic Designer: Jacob Redding
Editor: Ed Gurr
Executive Digital Producer: Celia Karl
Creative Content Analyst: Lauren Brumley
Production: Guilty
Director: Christopher Tovo
Executive Producer: Jason Byrne
Producer: Tom Davies
Post Production: Manimal
Senior Editor: Ryan Brett
Producer: Grace Taylor
Sound: Risk Sound
Sound Engineer: Paul Baxter
Producer: Tony Le
