Product / ServiceAUDI R8
CategoryA03. Video / Moving Image

The Campaign

To convey the performance capabilities of the car we found a more interesting interactive angle, rather than simply showing the car performing at speed. Our creative idea revolved around turning ordinary human blinks into a personal unit of velocity, and in so doing creating an interactive race experience that allowed our audience to feel what the speed of the R8 might actually feel like if they were behind the wheel. In other words, we demonstrated the car’s speed in a uniquely personal way by showing just how much of the road they might miss through blinking while driving at high speed. As we were able to measure just how often each individual blinked, we provide a truly personalised statistic that put the speed of the new Audi R8 into a context our performance car enthusiasts would truly appreciate.

Creative Execution

First we consulted with experts at the Journal of Neurophysiology to find out how far the R8 would travel in one human blink. The answer was a staggering 37m. Even though the average viewer only blinks 8 times in a minute, in that time they’d miss a remarkable 130 metres. Armed with this insight, we filmed the Audi R8 travelling down an airport runway. Later, as viewers watched the footage online, we got them to interact in a unique way – by using their eyes. We then tracked and counted their blinks, using their computer webcam. The result of that interactivity? With their unique ‘blink count’ we converted the speed of the car into the actual distance the viewer would have missed, based on their individual blink count. This was revealed at the end, giving them plenty of incentive to get behind the wheel of an Audi R8 for real.


Name Company Position
Trent Ellis Holler Australia Senior Account Director
Charlie Wileman Holler Australia Senior Account Manager
Johan Polhem Chimney Director
Tim Tregoning Chimney DOP
Rosie Parker Chimney Producer
Bo Thorp Chimney Manging Director
Kevin Goult Audi Australia General Manager Marketing
Kit Bashford Audi Australia Marketing Communications Manager
Josh Boyden Audi Australia Senior Executive Digital & Innovation
Karlien McLeod Audi Australia Senior Brand Marketing Executive
Cyril Louis Holler Australia Creative Director
Long Truong Holler Australia Art Director
Jonathan Shannon Holler Australia Copywriter
Drew Kilpatrick Holler Australia Designer
Andre Venancio Holler Australia Creative Technologist
Mike Hazell Holler Australia Technical Lead
Kiyo Nishimura Holler Australia Senior Front End Developer
Sesh Varigonda Holler Australia Back End Developer
Vlad Mehakovic Holler Australia Head of CX
Matteo Grand Holler Australia UX Architect
Michael Griffiths Holler Australia Executive Producer
Mike Montgomery Holler Australia Producer
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