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Deeplocal, project design and development
Lyft, client

“I love seeing work that is just plain fun. It’s this combination of art and technology that makes interaction design an intellectual pursuit worth following.” —juror Michael Kern

“This proves that anytime our audience takes an object or experience for granted, there’s an opportunity. Taking something as mundane as a row of parked cars and turning it into an instrument creates a truly surprising public moment.” —juror Pablo Vio

Overview: To celebrate the GRAMMYs’ 60th anniversary and its return to New York City for the first time in fifteen years, Lyft created a series of concerts—with cars as the instruments and the streets and parking lots of the city as the stage. Innovation studio and ad agency Deeplocal toured a fleet of tricked-out vehicles around the city during the weekend leading up to the awards, using car horns, alarms and lights to re-create GRAMMY-nominated songs.

  • • Lyft posted a hero video of the stunt as well as each song the car symphony played, for a total of eight videos.
    • Collectively, the videos posted on Lyft’s channel have more than three million organic views.
    • The project took nine days to produce.

Comments by Caroline Fisher, creative marketing manager, Deeplocal:
What do you think are the project’s core features? “With a team of composers, engineers and car technicians, we outfitted our cars with branded vinyl wrapping, LEDs and modified speakers. Then, during the weekend leading up to the awards, we parked our orchestra discreetly in permitted lots in Brooklyn and Manhattan, which were chosen due to high foot traffic and visibility. We used the alarm system and lights to draw attention, and when enough of a crowd had gathered, a wireless remote triggered all five cars to begin the show in sync. The cars used their horns, wipers, door-locking beeps and subwoofers to create the music, with each car playing a different part of the rhythm through a medley of our GRAMMY-nominated tracks.”

Are there any other technical features you’d like to call attention to? “We installed a custom receiver into each vehicle, enabling us to wirelessly control the headlights and blinkers, as well as LED lighting effects on the roof and below the car. We put in subwoofers, and hid speaker bars behind the front and rear bumpers of all the cars. A single transmitter synced all of the cars together. Music was played back on each car from a recorded SD card while lighting-control messages were transmitted live in sync with the notes.”

Is the audience you were targeting a particularly difficult one to reach? “While New Yorkers may be used to a symphony of car alarms, it’s highly unlikely those sounds would ever inspire them to dance. We surprised and delighted New Yorkers by turning one of the most annoying sounds in the world into an opportunity to make people smile, bring people together and celebrate the music of the GRAMMYs.”

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