FOR THE FIRST TIME, AN AUTO BRAND SHOWS - LITERALLY - THE SENSE OF DRIVING.

Crossed Senses

IN A WORLD WITH 7 BILLION PEOPLE, 4% OF THEM FEEL EVERYTHING IN A UNIQUE WAY.

Imagine hearing colors or tasting shapes. This is how the synesthetics live the world. So, we decided to take advantage of this superhuman ability to try to figure out what it feels like to drive Peugeot 2008: a different car in every sense.

In partnership with the Discovery Channel, we created Cross Senses, a unique experiment in Branded Content. We invited 5 synesthetic people to drive the Peugeot 2008 and tell 5 creators what they felt. Together, they turned these sensations into real works.

We invited several food enthusiasts to taste them at one of the best-known restaurants in São Paulo. But this was a special edition: only 100 bottles of each sauce were produced. These were sent to famous chefs, influencers and special costumers.

EP. 01

Tone of Driving

"Songs, for me, have always been visual. They have colors and shapes. Acute sounds have lighter colors and they are sharper. Grave sounds are darker and smother."

EP. 02

Aroma of Driving

"The smell of the color yellow moves between sweet and citrus. It's good. I feel like eating it." 

EP. 03

Flavour of Driving

"The sound of running water, for me, has the taste of a fruity desert."

EP. 04

Color of Driving

"The '3' is yellow. The letter 'J' is red. And it has always been this way."

EP. 05

Texture of Driving

"I see color in certain types of movements that I make. I feel the color blue when I bend forward. I started to think it was a gift."

// Discovery Channel WorldWide
                 Best Branded Content - Latin America

Agency: BETC São Paulo

Creative Director: Rodolfo Barreto

Head of Art: Daniel Schiavon

Creative Team: Nathalie Lourenço, José Pedro Bortolini, Gustavo Leal

Account Director: Gal Barradas, Waleska Bueno

THANKS FOR YOUR VISIT