Creativity

F1 Driver Drives on Improvised Racetracks Created in Real Time

Saatchi Italy Teams with Jarno Trulli for Experiential Campaign

Published on Sep 11, 2013

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.

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