Audi wanted to raise awareness in the US about the importance of its domination of the world’s most demanding and grueling race: 24 Heures du Mans. 

I came up with the concept “Do You Have the Spirit that Drives Us” – an online gamified competition culminating with finalists in a live experience showing if they have the endurance and enthusiasm to cheer on Audi for a full 24 hour race. The winner would be flown to Le Mans and join the team and share a behind the scenes look to fans all over the world.