Audi: The 24 Hours of Le Forza

Experiential/ Social

Le Mans is the most grueling 24-hour endurance race in the world, which Audi has won 13 times. But the next generation of drivers don't care. They just want to play video games. So we created and hosted the first-ever 24-hour online endurance race in the driving game Forza. When Le Mans started in France, Le Forza started in San Francisco.

Broadcast live on Twitch (before brands knew what Twitch was), Le Forza had 1 million organic views, which was 25x the American viewership of the real Le Mans.

The success of this activation convinced Audi to fully sponsor an esports team in 2017: Mashable

Role: Concept, Copy

Awards: 

Press:

 

Here's one influencer's hilarious highlight reel from the race:

 

And another influencer's vlog about her experience:

Agency: MUH-TAY-ZIK | HOF-FER

ECD: John Matejczyk

CD: Guy Lemberg, Adam Ledbury

AD: Gideon Gillard

GDCharlotte Cooper