According to the agency's managing director, the campaign "reflects the mindset of a brand that has shown no qualms about breaking the mould in a sector often perceived as ageing”.

6 months of work, 150 engineers, technicians and musicians, 190 musical notes produced, 1890m of track... this is what it took to make the key element of the performance: a life-size replica of the musician's original score, and a real technical challenge.

Classical composer Riopy swaps pianos for cars, and gets in the driving seat to play the longest musical score in the world, with his 'precision instrument' - the new Peugeot 508.

Talking about the composition, the composer said: “As a musician, I’m always looking to push back the limits. I’m pleased that I succeeded in creating a piece that speaks to the heart while respecting a number of constraints. It is a totally new way of creating music”.