Cannes Lions

HONDA CIVIC

RPA, Santa Monica / HONDA / 2009

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The Civic Musical Road came out of two Honda tenets. One: every engineering challenge is a worthwhile opportunity. Two: the Civic is a driver’s car. We wanted to celebrate the connection Civic drivers feel with the road. And what better way than through music? We “grooved” a stretch of road outside Lancaster, CA, to play the “William Tell Overture.” Using a mathematical equation, we were able to space out rumble strips so that when a vehicle drove over them, the resulting vibrations would mimic the notes and chords of Rossini’s famous overture. To our surprise, it actually worked.

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