Volvo Cars and its longtime agency partner, Grey New York, have recreated the entire New York City Marathon experience in an audio poem to the city and its iconic sports event for runners worldwide.
Due to the Pandemic, the TCS New York City Marathon won’t be run in person this year, instead, runners will carry on the tradition by virtually training and racing in their hometowns and countries.
Volvo Cars created a custom playlist using real audio from the streets of the city. The playlist allows runners to immerse themselves in the sounds of 13 neighborhoods along the NYC Marathon route, from Staten Island to Central Park.
“As the official vehicle and strategic sponsor of the TCS New York City Marathon, Volvo Cars wanted to support runners everywhere,” said Nick Kaplan, Executive Creative Director of Grey New York.
“So in partnership with Heard City, we brought the marathon route to life through ambient sound and music, available exclusively on Spotify. This is really an audio poem written from Volvo Cars to the marathon and the city of New York. It brings the joy of the race and the personality of each neighborhood to life through sound.”
“The New York tri-state area has been home to Volvo Cars in the US for decades,” said, Anders Gustafsson, President and CEO of Volvo Car USA. “It’s our honor to salute the city and the spirit of those with the determination to run the New York City Marathon.”
The immersive audio experience is hosted by New York City and Boston Marathon winner, Meb Keflezighi, as well as local music artists. Keflezighi is the only person to win the New York City Marathon, Boston Marathon, and an Olympic medal.
Creative Agency: Grey New York
Worldwide Chief Creative Officer: John Patroulis
Chief Creative Officer: Justine Armour
Executive Creative Director: Nick Kaplan
Associate Creative Director/Art Director: Lillian O’Connor
Associate Creative Director/Writer: Brett Simone
Art Director: Cara Resnick
Writer: Joey Chiarulli
Executive Creative Director/Design: Han Lin
Creative Director/Design: Brian Lai
Designer: Nicole Garcia
Designer: Samantha Kim
SVP/Account Director: Debbie Hirschfield
Account Executive: Katey Bishop
Project Manager: Lyndsey Noland
Executive Production: GPS
EVP, Head of Integrated Production: James McPherson
VP, Music Producer: Dave Lapinsky
Integrated Producer: Lizzy Auwaerter
Content Creator: Kelechi Mpamaugo
Production Company: Heard City
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