MERCADEO Versión en español
Heineken collaborates with James Murphy to turn the New York subway into a symphony
Manuela Walfenzao| 5 de agosto de 2015
La iniciativa de Murphy busca hacer del metro de NY un espacio más amable
The beer brand Heineken is sponsoring the idea of musician James Murphy, former singer of LCD Soundsystem, to turn the New York subway into a more pleasant place. Subway Symphony seeks to change the sound of the turnstiles for kinder notes, which, in moments of greater affluence, generate a small symphony.If everything goes as planned, the sounds of the New York subway could change by 2019. James Murphy has been working on the idea of converting the turnstiles into small music generators, and now Heineken´s corporate sponsorship has boosted the process.This initiative has allowed Heineken to carry forward their campaign Cities of the World, in which the beer brand works with people who want to improve their city to turn it into a more magical space. Until now New York’s Metropolitan Transportation Authority has not cooperated with Heineken nor Murphy on the project. That’s why the brand is documenting the process in a series and has been posting episodes for people to support the initiative. Afterwards, in a {website;http://www.subwaysymphony.org} they can sign the official petition.We felt like we should be doing things to make cities a better place to live, even if that was by adding a little bit of magic, said Quinn Kilbury, Senior Director of Marketing at Heineken. We sell beer in the end, so we are trying to be consistent with that in a fun and magical way.
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