The HY Project :: AYAX/Toyota

This project is preserved on the archives of MOMA as the Innovation Winner at the AICP Next.

New regulations require electric and hybrid cars to make noise, so we partnered with Toyota to implement a sound in their vehicles that, based on environmental research around the world, would integrate better with the environment and potentially stimulate plant growth.

HY is a contraction that stands for harmony, and that’s precisely the root of the innovation: give cars a sound that gives back to the world. A little contribution that fits like a glove in the commitment of Uruguay with the environment.

The Uruguayan government declared HY a Project of National Interest, and Toyota has started implementing the technology to new hybrid and electric models across Latin America.

HY is one of the most awarded projects I’ve ever worked on: Silver, Bronze, and three shortlists in audio and innovation at Cannes Lions; 2 x Silver and a Bronze at the London International Awards; 2 Gold and a Silver on Positive World Impact at the New York Festivals; 2 x Merits, including Green Pencil, and a shortlist at the One Show; Finalist at the Immortal Awards; Gold in Audio at Ad Stars; Winner of the Innovation category at the AICP NEXT Awards, which means the project will be preserved on the archives of The Museum of Modern Art (MOMA); Selected by FastCompany as part of their 2020 World-Changing Ideas Awards; Winner at SXSW 2020 in the “Smart City, Transportation and Logistic” category; Silver, Bronze and two shortlists at El Ojo de Iberoamérica; Winner at the FWA; Grand Prix at Overwhelmed and Proud Edu Pou Awards ...

Personal note: In September 2018, I moved to Tasmania from NY with the goal of working with people I liked from anywhere in the world on exciting projects. That’s how I ended up collaborating with my friend Juan Ciapessoni and his team of geniuses at The Electric Factory.