Recycle the noise, silence the city
Peugeot
Issue 53 | December 2019
Agency
BETC Paris
Creative Team
Executive Creative Officer: Rémi Babinet Executive Creative Director: Antoine Choque Creative Director: Guillaume Rebbot Art Director: Eva Sgarro Copywriter: Jules Rhetty
Production Team
Senior Creative Producer: Bao Tu-Ngoc Agency Producer: Jennifer Braux Traffic: Céline Laporte Rights Negotiation: Alice Rolin Technical Expert: Boris Le Berre Technical Production: Makemepulse Production Company: L’ensemble
Other Credits
Agency Management: Henri Tripard, Tiphaine Du-Plessis, Nicolas Rocca- Serra, Emilie Grimaldi, Mathilde Sikorsky Head of Strategy: Guillaume Martin Engagement Planner: Donya Bouzarjomehri Strategic Planner: Adrien Torres Client Brand Management: Jean-Philippe Imparato, Thierry Lonziano, Nuno Marques, Nathalie Le Maitre
Date
November 2019
Background
In October 2019, Peugeot launched the new Peugeot 208 under the banner of ‘Unboring the Future’. More than a brand positioning, this was a business project. With the e-208 Peugeot was entering the electric car market for the first time and wanted to make a statement about its status as an innovator.
Idea
Sound pollution is an issue in all cities.
The noise of traffic. Peugeot’s solution was to harness a promising new technology, piezo-electricity.
They developed the world’s first billboard that transforms the sound waves of the city’s noise into electricity.
Made up of thousands of acoustic sensors with piezoelectric properties, the installation helped charge the all-electric e-208, which in its turn helped make the city quieter.
The billboard was produced in partnership with Clear Channel and was exhibited at Porte Maillot in Paris in the last week of October.
Results
Unknown
Our Thoughts
Ten years ago, EU legislation set a target for 2021 of CO2 emissions of 95g per kilometre per car. They are less than halfway there.
George Monbiot in The Guardian has written, “Cars are killing us. We must phase them out.’ As support for his argument, please see the campaigns for better air quality from addresspollution.org (pages70-71) and E.ON (pages 80-81).
There is little appetite for electric vehicles because they are expensive, have limited range, take time to recharge (if you can find a recharging station, that is) and the batteries wear out. On the other hand, car manufacturers have to be seen to be concerned about a better future or risk alienating buyers today and this idea does make it look as if there may be ideas that will save us from the abyss.