Federico Cibils
Executive Creative Director at Digitas Uruguay
Montevideo, Uruguay
TitelThe Hy Project
Agentur
Kampagne The Hy Project
Werbende Toyota Motor Corporation
Marke Ayax Toyota
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 9
Geschäftsbereich Autos
Philosophie We are currently experiencing a worldwide boost and growing interest and activism concerning the issue of the Environment. The reality is that we need to do it. Only if each of us contributes to the cause, will we be able to revert the damages we have caused the Earth over the centuries. In this opportunity, it was Uruguay´s turn to do so, through the Hy Project. The Hy Project is devoted to solving problems caused due to the increase of electric and hybrid cars in cities around the world. There is a requirement that will enter into effect in the European Union as of 2020 (and later in the United States), which requires that these vehicles emit sound as a safety standard, both for pedestrians and for other vehicles. The Hy Project takes on this issue from a different perspective: through the creation of a sound that not only alerts of the presence of a vehicle in the public road but also generates a positive effect on the Environment. But how? Investigations carried out in different universities worldwide have revealed that plants react to the vibrations created by specific frequencies: either by absorbing nutrients, by growing or through the assimilation of solar light. The study of such frequencies has enabled the discovery of a range in which the experiments coincide. After such discovery, our team began working in the creation of the first sound for electric cars that benefits the Environment. The Electric Factory, an innovation group in charge of the project, worked together with Ayax Toyota in both the creation and design of the sound and in devising the necessary technology for its implementation in vehicles. The concept behind the project was that “vehicles, environment polluters since their very origin, may, through the Hy Project, be the ones in charge of slowly reversing this trend”.
Medientyp Ambient
Länge
Executive Creative Director
Executive Creative Director
Chief Creative Officer
Art Director
Creative Director
Chief Marketing Officer (CMO)
President
Kreative Technologie
Sounddesigner
Creative Director
Executive Producer

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