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Category
Consumer - Digital / Websites, Microsites & Banners
Annual ID
DI16053M
About the Work
Volkswagen needed to launch the Golf R, its top performance model designed to bring back the fun in everyday driving. Our problem was that as we grow up, driving becomes more functional and less fun. So to launch it, we went back to when we had the most fun with cars – as kids, imagining ourselves as racecar drivers. Introducing Unleash your Rrrr – make car sounds just like when you were a kid and the Golf R magically reacts. Make screeching sounds and the Golf R drifts. Roar and it accelerates. Every sound you make triggers a different maneuver. To pull this off, we built the world’s first Artificial Intelligence brain that translates human emotions and car sounds into a virtual test-drive. Unleash Your Rrrr was experienced in over a hundred countries, sold out our inventory in record time, and reminded people that everyday driving could be fun again.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Deutsch / Los Angeles
Production Company
MediaCom / New York
Impossible Software / Lexington
ICUC Moderation Services, Inc. / Winnipeg
Art Director
Neph Trejo
Alice Blastorah
Chief Creative Officer
Pete Favat
Creative Director
Daniel Barak
Andrew Hsu
Creative Technologist
Josh Hirsch
Martin Legowiecki
Jeremy Bunting
Mike Dyer
Sabri Sansoy
Chris Suchy
Executive Creative Director
Jerome Austria
Todd Riddle
Tara Greer
User Experience Designer
Paolo Benvenuto
Agency Producer
Vic Palumbo
Erik Press
Ted Markovic
Eric Kaufman
Creative Team
Winston Binch
Marc Gowland
Karan Dang
Brendon Volpe
Tom Else
Monica Jungbeck
Alex Gross
Erin Shanahan
Music / Sound
Dave Rocco
Technical Producer
Pam Scheideler
Nick Ngai
Jenny Court
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