Imagine if the New York City subway system sounded more melodic.
Musician, audiophile, and Danish brewer James Murphy has an idea to accomplish just that, with the support of Heineken. The campaign — the latest in Heineken’s “Open Your City” series — would “replace the harsh turnstile beeping noises with pleasant, melodic notes that harmonize into music, giving each station it’s own sonic identity,” according to a press release.
The effort to make the “Subway Symphony” dream a reality will be documented in a series of video episodes that make the case for the change and allow viewers experience the musical tones created by a working prototype of the improved turnstiles.
This video series has debuted at SubwaySymphony.com and is complemented by 30- and 60-second digital spots. Heineken and Murphy hope to rally enough support for the project to potentially encourage its implementation throughout the New York City subway system.
“New York City is a beautiful, one-of-a-kind place, and the people who are willing to do what it takes to live here – deal with the crowds and the commotion and the noise – deserve a little sonic gift like this,” Murphy says. “I want to turn the cacophony of the subway into unique pieces of music. It might seem like a small thing, but that’s exactly the point. This is such an easy way to make this great place I call home even greater.”
Heineken is encouraging fans to tweet “I support #SubwaySymphony” to share their support for the campaign objective. Visitors to SubwaySymphony.com will be able to see messages of support posted by fellow fans, as well as have the chance to express their own sentiment. To keep up to date with the Heineken Open Your City campaign, follow the company on Facebook or Twitter.
The Open Your City campaign, with Weiden+Kennedy New York, calls on fans everywhere to make the most of their cities. This summer, Heineken will once again feature a limited run of unique, city-specific bottles on the company’s green silhouette in 14 select markets, including nine in the U.S. (Las Vegas, Los Angeles, Miami, Chicago, Boston, San Francisco, Honolulu, Atlanta, and New York).