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J Walter Thompson Amsterdam presents the ultimate driving track. From tyre data.

Written by J. Walter Thompson Amsterdam on October 12 2015 - 7 min read

Music and driving have always been good friends. But ‘Rock the Road’ finally ties the knot, uniting the two. The campaign is built around a unique collaboration between Carmen Jorda, world-class racing driver and DJ Hardwell, the world’s #1 DJ. Together they created the ultimate driving track, from technical tyre information. With an accompanying music video.

To support the launch of Vredestein’s new winter tyre Wintrac xtreme S, we invited Carmen Jorda to the snowy mountains of Chile. In a fully prepped and rigged car she put the tyres to the test. Meanwhile, a team of technologists measured the tyres’ speed, acceleration, braking, sliding, cornering and rotation. Software was used to format this data, and algorithms converted the data into MIDI-files. DJ Hardwell was then able to use these to create his next hit: a special remix of the song United We Are. To be released on Spotify and iTunes. It’s the ultimate driving track. Made by turning extraordinary tyres into extraordinary musical instruments.

Hardwell feat. Amba Shepherd - United We Are (Vredestein Remix) Official Music Video

Hardwell feat. Amba Shepherd - United We Are (Vredestein Remix) Making Of

Check out the track, the music video and the making-of on the campaign platform. And finally, we would like to take this opportunity to share the following recommendation with you: Rock the Road!

Written by
  • J. Walter Thompson Amsterdam

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