F1 Driver Drives on Improvised Racetracks Created in Real Time

Saatchi Italy Teams with Jarno Trulli for Experiential Campaign

Published on

Editor's Pick

F1 pro Jarno Trulli is at your mercy, in this cool experiential campaign for Lexus, by Saatchi Italy. "Trace Your Road" asks Trulli to drive along on a series of improvised racetracks, which were created in real-time by 10 contest winners, who traced the track on a tablet device.

The event, which happened in an aircraft hangar near Rome, featured 10 finalists selected from a Lexus Facebook page. They got to sit in the passenger seat of the IS Hybrid, next to Trulli, then asked to trace the design on a touch tablet. That tablet projected the track onto the floor of the hangar.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Sep 11, 2013
Agency:
Saatchi & Saatchi
Client:
Lexus
ECD:
Agostino Toscana
CD:
Luca Lorenzini
CD:
Luca Pannese
Art Director:
Giulio Frittaion
Art Director:
Michele Sartori
CW:
Massimo Paternoster
CW:
Tommaso Zago
Head of TV:
Raffaella Scarpetti
Producer:
Ella Elliot
Prod. Co.:
Movie Magic International
Director:
Alan Bibby
EP:
Giorgio Borghi
Producer:
Walter Ricciardi
DOP:
Massimiliano Gatti
Editor:
Wilma Conte
Post Prod:
LOGAN
VFX:
Fake Love
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age