Title | Trust Race |
Brief | Is it foolish for a blind man to dream of being a race car driver? Some would say yes — but they don’t know Mike Newman. Guided by his father, Newman has whizzed around racetracks, setting eight Guinness World Records. But a challenge from Audi pushed him to trust in something other than his father: technology. The Trust Race documents the first time Newman raced solo, guided only by the car’s driver assistance system. |
Agency |
Verba s.r.l
|
Campaign |
Audi Intelligent Assistance
|
Advertiser |
Audi
|
Brand |
Audi Intelligent Assistance
|
Posted | November 2017 |
Business Sector | Automotive
|
Story | To become part of our everyday lives, Audi’s most advanced driver-assistance systems still have to overcome the most important test: trust. That’s why Audi Italy organised a race between two drivers on a track covered by fog. The winner was the one who relied completely on the car’s technologies: Mike Newman, blind driver and 8 Guinness World Record holder. |
Problem | Audi Intelligent Assistance is a set of technologies created to protect drivers from potential dangers. Active Lane Assist is one of them: its aim is to keep the car in lane and to correct its steering, even at high speed |
Media Type |
Digital
|
Creative Director |
Luca Cortesini
|
Creative Director |
Michelangelo Cianciosi
|
Copywriter |
Margherita Maestro
|
Art Director |
Mario Giordano
|
Photographer |
Alessandro Pavoni
|
Production Company |
Karen Film
|
Director |
Alberto Colombo
|
Production Company Producer |
Tommaso Pellicci
|
Editor |
Marcello Sanna
|
Music |
Francesco Fantini
|
Account Director |
Luca Lombardo
|
Account Supervisor |
Elena Boso
|
Advertising Manager |
Daniel Cambò
|
Advertising Manager |
Stefano Castagnone
|