HONDA MUSICAL ROAD

Honda and RPA, Los Angeles approached Lance Acord with the idea to make a road sing. The details had yet to be sorted out, but they did have a goal in mind: create an experience that embodied the connection Honda Civic drivers feel with the road. Lance and RPA assembled a crack squad of engineers and filmmakers and took their idea to the outskirts of Lancaster, CA. The team carved meticulously spaced grooves in a quarter mile stretch of asphalt, so a car passing over at 50 mph would hear the William Tell Overture (aka "The Lone Ranger" theme song).

The process was then documented, illuminating the steps in the project and becoming online content to accompany the campaign. A :30 spot and five webisodes later, the Honda Musical Road has become something of a phenomenon attracting visitors from all over as well as the eye of countless media outlets.