| 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
|