Citroen: Backing Track

68% of the Irish population suffer from back pain. If you do the sums that’s over 2.5 million adults who have to adjust their daily lives to deal with it. One daily task made more difficult with back pain is driving – particularly over long distances. This is where Citroen come in. Their famous “Advanced Comfort Programme” includes seats with a specially formulated layer of cushioning, designed to improve posture and lumbar support while driving.

In this idea, we capture various sounds of pain and discomfort from drivers suffering from back pain.

We use these sounds to compose a backing tracking of uncomfortable driving.

However this hard-hitting beat becomes replaced with a new backing track of pleasure from the same drivers experiencing the comfort of a Citroën test-drive.