Audi Digital The Backseat Driver Experience by Akestam.holst Stockholm

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The Backseat Driver Experience

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Industry Cars, Mobile applications
Media Digital, Interactive & Mobile
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Magnus Jacobsson
Art Director Michal Sitkiewicz, Eva Wallmark
Copywriter Rickard Beskow
Production Folke Film
Director Laerke Herthoni
Released February 2018

Credits & Description

Media: Interactive
Category: Automotive
Client: Audi Sweden
Agency: Akestam Holst, Stockholm
Production (Digital): More Digital Studio
Country: Sweden
Director: Laerke Herthoni
Creative Director: Magnus Jacobsson
Art Director: Eva Wallmark
Art Director: Michal Sitkiewicz
Copywriter: Rickard Beskow
Account Director: Lina Engler
Planner: Simon Stefansson
Graphic Designer: Anna Forsberg
Agency Producer: Leila Widgren
Agency Producer: Anna Nauckhoff
Account manager: Jennie Strinnhed
Production company Film: Folke Film
Production company Sound: Flickorna Larsson
Published: February 2018
All research shows that women are better drivers than men. They cause less traffic accidents and less traffic offenses. Despite the fact, there’s an image that women are bad drivers and a majority are therefore forced to listen to men acting like backseat drivers. They are giving annoying and irritating comments on how to drive. To help out, Audi Sweden created The Backseat Driver Experience, a GPS that women could use to let all men have a taste of their own medicine. By activating the app, the GPS analysed the drivers' actions and played all kind of annoying comments connected to them. Just like a typical male backseat driver.