To promote the new 2014 Lexus IS sport sedan, the brand is rolling out an interactive microsite “The Amazing Mix” that enables users to play with the content and create short custom videos using a keyboard. Visitors to the site (U.S. 18+ residents) who submit their unique compilations of sound and visual effects, have a chance to win prizes from Lexus.
music
Wieden+Kennedy Amsterdam has come up with a design solution for the teen-targeted Coca-Cola Music platform that celebrates its living beat through technology. They have created a special app, Dynamic Logo Creator, that generates unique sound signatures based on particular songs—an iconic contour bottle is the major element of the logos. The idea of an ever-changing logo has been put at the heart of the new visual identity for Coca-Cola Music.
Beefeater Gin teams up with Bastille, the popular UK band, for a cultural project, The Beefeater Alchemy Project, set to draw inspiration and encapsulate the artistic spirit of Europe. Together, they are creating a documentary film and a music track, which will be produced in London from the best sounds, ideas and trends absorbed during a continental tour across Europe.
Smirnoff presents a revolutionary project, Mindtunes, that marks a new level of relationship between music and people. The vodka brand, English music producer DJ Fresh and neurotechnology expert Julien Castet have teamed up to let three physically disabled music fans compose a track with their brain only, and without any regular musical sound-making devices.
In a bid to establish its presence on the online music market, Google launched its on-demand subscription music service “Google Play Music All Access” at I/O event in San Francisco yesterday. The service, which comes as Spotify’s rival, is currently available only in the U.S, but will be soon rolled out in more countries.
Converse has launched the European “Get Dirty” music series to give a stage to various indie music performers, including international artists and aspiring bands. The three-month tour, which kicked off in Paris on March 19, will make stops in London, Barcelona, Madrid, Berlin, Hamburg, Cologne, Vienna, Amsterdam, Antwerp and Milan. The project is inspired by the brand’s seasonal manifesto “Shoes Keep It Clean, Sneakers Get Dirty,” meaning that people who wear the legendary sneakers are not afraid of exploring new unpaved muddy roads. Converse has also released the “washed and faded” Chuck Taylor All Star Well Worn and 70s Chuck collections in line with the effort’s theme.