Desperados | Train Trax | Global Campaign
Desperados turns 10 tonne train into a musical experiment, generating +35 million views
We teamed up with DJ powerhouse Mount Kimbie to turn a 10 ton commuter train into a one-off venue. The train and track were wired with RFID sensors, that triggered musical notes and drums when the train sped through-- as the train's speed increased, so did the BPM of the track. Inside the train, party-goers helped create the live performance by interacting with features to activate sound
samples and light shows.
IMPACT: Leveraging a visionary vertical format for social
The Train Trax experiment reached 44.8 million on social channels, generating 181.3 thousand engagements and over 35 million views. The Head of Facebook's creative shop remarked "It's one of the best examples of vertical content I've seen...optimised for consumers experience of video".
Behind the Scenes
Complex: Desperados And Mount Kimbie Turned A Train Into The World's Newest Musical Instrument
HypeBeast: Mount Kimbie Talks About What It's Like to Use a Moving Train as an Instrument for Desperados
The Drum: Desperados remixes the relationship between lager and music with party where a train lays down the beat