Title	MERCEDES-BENZ AMG VRACE
Brand	MERCEDES-BENZ SPAIN
Product/Service	A45 AMG
Category	A03. Technological Craft & Development
Entrant	PIXEL AND PIXEL Las Rozas, SPAIN
Idea Creation	PIXEL AND PIXEL Las Rozas, SPAIN
Production	PIXEL AND PIXEL Las Rozas, SPAIN

Name	Company	Position
Victor Coello	Pixel and Pixel	Eecutive Creative Director
Oscar Moreno	Pixel and Pixel	Creative Director
Lucas Sanchez	Pixel and Pixel	Head of Art
Roberto Torres	Pixel and Pixel	Head od Emerging Experiences
Adrian Leon	Pixel and Pixel	Account Director
Luis Avilés	Pixel and Pixel	CTO
Juan Antonio Gallardo	Pixel and Pixel	Front Developer
Nacho Torres	Pixel and Pixel	Developer

The Campaign

We all want to drive a great sports car at least once. But we would normally have to choose between driving it to the limit in a closed, somehow unreal racetrack or doing it as you’d drive any normal car in the city (boring!). Thanks to Mercedes-Benz there’s no need to choose: through virtual reality and real life driving, you can enjoy a sports car experience in a real city: Madrid. AMG VRace combined VR and real world sports car driving like it was never done before. We created a virtual experience by which lucky fans as well as tech and motor sports influencers experienced the A45 AMG in a racetrack as if they were racing through Madrid. They lived the actual sound, acceleration, skidding and speed of the real A45 AMG, but felt it as if they in downtown Madrid.

Creative Execution

We choose a legendary Spanish racetrack and found its twin in the streets of Madrid. AMG Vrace proposes to change paradigms, the user's movement as central axis! A virtual experience on 280 kmh. Components 7 Head Sensors, VR 360 Global Shutter Head Size, 5k Output Resolution, GPS Tracker, Oculus Rift Platforms: (Oculus SDK, Oculus Platform What stage it is at: The AMG V-RACE, will continue discovering new racetracks in other cities and bringing the Most Real Virtual Experience Ever to more and more people

We have created a totally adhoc tech that can be replicated in any country in which Mercedes-Benz is present. All development is scalable: the only local needs will be racetrack mapping, racetrack-city streets matching and street video recording. Once that’s done and introduced in the system, just a bit of tweaking will suffice to have it fully adapted to local needs. This involves that any marketing team in any country can have their own #AMGVDrive adapted to local needs. This involves that any marketing team in any country can have their own #AMGVDrive experience set in just 3-4 weeks. It’s a great opportunity for Mercedes-Benz to attract potential buyers to check their cars in the flesh in events that would certainly improve sales conversion.

The AMG VRace uses virtual reality in a way never used before: it combines virtual reality and racetrack sports car driving in the real world to create an experience that would not otherwise be possible. It opens a whole new field of possible experiences for the brand and its fans all around the world by applying the same tech development to other cities and racetracks.