BBH have just launched TT Remastered. As Contagious reports:
The sleek flash based site includes 14 tracks from emerging artists who each cover a track from their favourite idols, including Electro-Pop band Coco Electrik’s rendition of Soft Cell’s ‘Tainted Love’ and Farrly Purkis’ cover of the classic Dylan song ‘Positively 4th Street’.The site also features the free downloadable game ‘Journeys Through the Sound’ where users can cruise around in the new Audi TT collecting arrows and dodging road signs to build up a landscape to the rhythm of the music. Another attractive feature on Remastered is the series of podcasts for free download. The show's presented by Radio 1 DJ Jo Whiley include behind the scenes footage and interviews with the featured artists explaining the reasons behind their choice of covers.Hopping on the mash-up bandwagon, Audi have also collaborated with U-myx on Remastered giving users the chance to take the music samples, remix them and upload them onto the site for everyone else to hear.Russell Ramsey, Chief Creative Director of BBH London, describes the fundamental concept behind the project: "Remastered captures the spirit of the TT in a very engaging way. It allows the viewer/listener to be entertained first and foremost across different channels. They can interact with the music but also the car. Driving and music go hand in hand for lots of people."
The sleek flash based site includes 14 tracks from emerging artists who each cover a track from their favourite idols, including Electro-Pop band Coco Electrik’s rendition of Soft Cell’s ‘Tainted Love’ and Farrly Purkis’ cover of the classic Dylan song ‘Positively 4th Street’.
The site also features the free downloadable game ‘Journeys Through the Sound’ where users can cruise around in the new Audi TT collecting arrows and dodging road signs to build up a landscape to the rhythm of the music. Another attractive feature on Remastered is the series of podcasts for free download. The show's presented by Radio 1 DJ Jo Whiley include behind the scenes footage and interviews with the featured artists explaining the reasons behind their choice of covers.
Hopping on the mash-up bandwagon, Audi have also collaborated with U-myx on Remastered giving users the chance to take the music samples, remix them and upload them onto the site for everyone else to hear.
Russell Ramsey, Chief Creative Director of BBH London, describes the fundamental concept behind the project: "Remastered captures the spirit of the TT in a very engaging way. It allows the viewer/listener to be entertained first and foremost across different channels. They can interact with the music but also the car. Driving and music go hand in hand for lots of people."
I'm not going to comment on the quality of the insight or the idea. The execution however, leaves a lot to be desired - if users want to play the game they need to download a 40MB executable. To remix the music, they need to download a 10MB+ zip file, with an executable and a PDF of T&Cs inside. The site also trys a little to hard to be 'cool', and fails miserably. Goodtechnology must be laughing their pants off right now. However, BBH will learn quickly (they have, after all, just hired an old colleague of mine, Michelle Stanhope, who was previously Glue's head of production).
Robin Grant
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