Announcing the partnership between Mazda and Tomorrowland by recreating the festival soundtrack, with the new MX5 as the needle of an interactive turntable.

In 2015, Mazda’s renewed image still lacked popularity with a younger audience in Belgium. So the brand partnered up with the world's no° 1 dance festival ‘Tomorrowland’. Mazda challenged us to come up with a spectacular way to announce / launch this partnership. We created 'The Sound of Tomorrow’. The soundtrack of Tomorrowland, regenerated by the agile MX-5, by turning a car into the needle ofa supersized (virtual) turntable. A sound experiment, powered by Tomorrowland resident DJ Licious and Belgian drift legend Jan Wauters. Before launching the soundtrack, three test drifts were put on an interactive website. By operating different sound channels, people could try to decipher the track and win tickets to the festival. A few days later, Mazda drivers received the Sound of Tomorrow on a limited edition vinyl. Meanwhile Dj Licious released the track through an online video clip and live on the festival, in front of 180.000 people.

Client: Mazda Europe Agency: Wunderman Thompson Antwerp Concept: Gertjan De Smet Creation: Gertjan De Smet & Thomas Van Loon Production: Mojuice Director: Michael Bombeeck DOP: Tony Kopec