Acura Film, Case study What A Race by MullenLowe Los Angeles

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What A Race

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Industry Cars
Media Film, Case study
Market United States
Agency MullenLowe Los Angeles
Chief Creative Officer Mark Wenneker
Executive Creative Director Margaret Midgett-Keene
Creative Director Martin Pagh Ludvigsen
Art Director Alex Haase
Copywriter Max Barrett
Released November 2016


LIA Awards 2017
The New Augmented Reality Bronze Winner

Credits & Description

Entrant: Mullenlowe U.s., Los Angeles
Brand: Acura Tlx
Corporate Name of Client: Acura
Acura Honda Social Media Manager: Jessica Fini
Acura Honda Social Media Assistant Manager: Chris Hand
Acura Honda Social Media: Melly Ramirez/Lindsey Love
Agency Account Executive: Samir Hamsafar
VP Group Account Director: Nicole Neopolitan
Agency Account Director: Brian Lerche
SVP Director of Strategy: Tom Donovan
Agency Social Strategy Director: Matt Smith
Agency Associate Director, Business Affairs: Davina Turnbull
Managing Director: Cameron Naughton
Agency: MullenLowe U.S., Los Angeles
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Margaret Keene
Creative Director: Martin Pagh Ludvigsen
Copywriter: Max Barrett
Art Director: Alex Haase
SVP Executive Director of Integrated Production: Lisa Setten
Agency Digital Producer: Van Corsa
Executive Agency Producer: Alli Taylor
Agency Music Producer/Business Affairs: Danica Bates
Agency Social Producer: Jay Lledo
Project Manager: Emily Little
Technology Company: Current Studios, Brooklyn/Halifax
Technology Companies Executive Producer(s): Matt Fegan/Stephen Martell
Technology Companies Producer(s): Colin Davis/Maari Singfield
Technology Company 3D: Current Studios
Technology Company AR: Current Studios
“What a Race” was an augmented reality race, hosted live at an abandoned marine airbase outside of Los Angeles. It was a time-attack style competition between four non-professional drivers using the 2018 Acura TLX A-SPEC. The drivers wore a custom-made augmented reality helmet, through which they could see the augmented reality world and racetrack on the open runway in front of them, while seeing the real, physical interior of the car. The drivers were all influential tech personalities, and their fans watching on Facebook Live could alter the course by hitting reaction emojis to clear obstacles and open shortcuts. Drivers received time penalties for driving outside of the track boundaries and hitting obstacles. Each driver completed three laps, and the fastest overall time won.