Federico Cibils
Executive Creative Director at Digitas Uruguay
Montevideo, Uruguay
TítuloThe Hy Project
Agencia
Campaña The Hy Project
Anunciante Toyota Motor Corporation
Marca Ayax Toyota
Fecha de primera difusión/publicación 2019 / 9
Sector Empresarial Automóviles
Filosofía 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”.
Medio Ambient
Duración
Director ejecutivo de creación
Director ejecutivo de creación
Responsable de la creación
Director artístico
Director creativo
Chief Marketing Officer (CMO)
President
Creative technologist
Sound Designer
Director creativo
Productor ejecutivo

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