In Brazil, the Fit Twist car was transformed into a mixing deck so pressing the gas pedal and putting the car in gear changed the beat.

In Brazil, the Honda Fit Twist is a street car, so to show how ‘hip' it was, agency F/Nazca Saatchi & Saatchi wired elements in the vehicle to create a mixing deck —  flipping on and off the windshield wipers controlled horn sounds, pulling down the visors controlled the vocals, so when the DJs combined all of these elements the car itself became the mixing board. DJ duo N.A.S.A. (Squeak E. Clean and DJ Zegon) were given control of the “Drivemixer” and created an exclusive music track called ‘Overdrive'. Altering different parts of the car, anything from pressing the gas pedal to putting it in gear, changed elements of the beat.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in