TRUST RACE

Bronze Eurobest
TitleTRUST RACE
BrandAUDI ITALY
Product/ServiceAUDI ASSISTANCE
Category B01. Talent: Film, Series & Audio
Entrant VERBA (DDB GROUP ITALY) Milan, ITALY
Idea Creation VERBA (DDB GROUP ITALY) Milan, ITALY
Production KAREN FILM Milan, ITALY
Credits
Name Company Position
Luca Cortesini Verba (DDB Group Italy) Executive Creative Director
Michelangelo Cianciosi Verba (DDB Group Italy) Executive Creative Director
Daniel Cambò Verba (DDB Group Italy) Client Creative Director
Stefano Castagnone Verba (DDB Group Italy) Client Creative Director
Mario Giordano Verba (DDB Group Italy) Art Director
Margherita Maestro Verba (DDB Group Italy) Copywriter
Luca Lombardo Verba (DDB Group Italy) Account Director
Elena Boso Verba (DDB Group Italy) Account Supervisor
Alberto Colombo Karen Film Director
Alessandro Pavoni Karen Film DOP
Tommaso Pellicci Karen Film Executive Producer
Marcello Sanna Karen Film Editor
Francesco Fantini Karen Film Music

The Campaign

A car race between a blind driver and a sighted one behind the wheel of two Audi S5 equipped with Audi Intelligent Assistance, on a track covered by thick banks of fog.

Creative Execution

A video in which we demonstrated that trusting technology is the only way to make it work at its best and to face challenges never tried before. In fact, the winner was the driver who had the courage to rely completely on the driver-assistance systems of the car. He is Mike Newman, blind driver and 8 Guinness World Record holder.

Reach 150 million global reach considering the whole campaign. · Engagement - Shares of the online video: 9.000 - Other interactions (reactions, comments): 33.000 - +221% interactions in comparison to the other contents on Audi’s social channels. · Impact - Over 6 million views - +400% visits to Audi Innovative website in just one month.

In a communication landscape where love-brands like Audi compete more and more on the share-of-mind, becoming true editors and media houses, Audi is increasingly investing in telling its message through different touchpoints and attention drives: product features, testimonials, quality of filmmaking and powerful insights to connect with people. Trust Race fits in this strategy with a format and a language that are perfect for social and digital environment. It has a different use of the testimonial, with the product as the main drive of the storytelling and related contents on Audi Innovative platform.

In a world that gives birth to hundreds of innovations and technologies every day, the most important thing to use them at their best is trust. People must gain confidence in them, to let them enter in their daily life. Audi Intelligent Assistance is safe and reliable also in the worst visibility condition: it’s a real extension of your senses’ possibilities and you can trust this technology as if it was a part of you.