Audi Film, Digital, Case study Trust Race, 2 by Verba DDB Milan

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Trust Race, 2

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Industry Cars
Media Film, Digital, Interactive & Mobile, Case study
Market Italy
Agency Verba DDB Milan
Executive Creative Director Michelangelo Cìanciosi, Luca Cortesini
Art Director Mario Giordano
Copywriter Margherita Maestro
Production Karen Film
Director Alberto Colombo
Released May 2017

Awards

Eurobest Awards 2017
Entertainment Talent: Film, Series & Audio Bronze Eurobest

Credits & Description

Client: Audi Italy
Product (Service): Audi Assistance
Agency: Verba Milan, Italy
Entrant: Verba Milan, Italy
Idea Creation: Verba Milan, Italy
Production: Karen Film Milan, Italy
Executive Creative Director: Luca Cortesini (Verba (ddb Group Italy))
Executive Creative Director: Michelangelo Cianciosi (Verba (ddb Group Italy))
Client Creative Director: Daniel Cambò (Verba (ddb Group Italy))
Client Creative Director: Stefano Castagnone (Verba (ddb Group Italy))
Art Director: Mario Giordano (Verba (ddb Group Italy))
Copywriter: Margherita Maestro (Verba (ddb Group Italy))
Account Director: Luca Lombardo (Verba (ddb Group Italy))
Account Supervisor: Elena Boso (Verba (ddb Group Italy))
Director: Alberto Colombo (Karen Film)
DOP: Alessandro Pavoni (Karen Film)
Executive Producer: Tommaso Pellicci (Karen Film)
Editor: Marcello Sanna (Karen Film)
Music: Francesco Fantini (Karen Film)
Synopsis:
The Campaign
A car race between a blind driver and a sighted one behind the wheel of two Audi S5 equipped with Audi Intelligent Assistance, on a track covered by thick banks of fog.
Creative Execution
A video in which we demonstrated that trusting technology is the only way to make it work at its best and to face challenges never tried before.
In fact, the winner was the driver who had the courage to rely completely on the driver-assistance systems of the car. He is Mike Newman, blind driver and 8 Guinness World Record holder.
Reach
150 million global reach considering the whole campaign.
· Engagement
- Shares of the online video: 9.000
- Other interactions (reactions, comments): 33.000
- +221% interactions in comparison to the other contents on Audi’s social channels.
· Impact
- Over 6 million views
- +400% visits to Audi Innovative website in just one month.
In a communication landscape where love-brands like Audi compete more and more on the share-of-mind, becoming true editors and media houses, Audi is increasingly investing in telling its message through different touchpoints and attention drives: product features, testimonials, quality of filmmaking and powerful insights to connect with people.
Trust Race fits in this strategy with a format and a language that are perfect for social and digital environment. It has a different use of the testimonial, with the product as the main drive of the storytelling and related contents on Audi Innovative platform.
In a world that gives birth to hundreds of innovations and technologies every day, the most important thing to use them at their best is trust. People must gain confidence in them, to let them enter in their daily life.
Audi Intelligent Assistance is safe and reliable also in the worst visibility condition: it’s a real extension of your senses’ possibilities and you can trust this technology as if it was a part of you.